Set Your Eyes On Polaroid!

Polaroid Eyewear

Leigh Lezark upon her arrival at MoMA for the 75th Anniversary of Polaroid Eyewear

NEW YORK, United States — A Manhattan brimming with lights and bustling with people welcomed me on a very cold day of December, for what was supposed to be the last and very glittering party before the end of 2012. Polaroid Eyewear chose the famous Museum of Modern Art (MoMA) to celebrate its 75th anniversary stylishly and to unveil the very first collection designed, manufactured and distributed by Safilo SpA, world leader in the high end and luxury eyewear sector.

More than 800 people from Europe and the Americas including editors from the world’s glossier titles met in the hall of the museum, which boasts in its collection of Architecture and Design also an original vintage Polaroid frame. Roberto Vedovotto, Safilo CEO, explained:

“I still remember my first visit to MoMA when I was 21, where I was incredibly fascinated by two legendary ‘Made in Italy’ products: an Italian motorbike and a Lettera 22 typewriter. They were exhibited next to another iconic piece, a pair of 1946 Polaroid sunglasses donated to MoMA by Edgar Kaufmann Jr, heir to Frank Lloyd Wright’s Fallingwater. It was that vivid memory that made me think of MoMA as the ideal location where to celebrate the brand anniversary and the preview of Polaroid’s new capsule collection.”

Polaroid Eyewear

Polaroid Eyewear 1970s vintage advertisement

The popular New Yorker trio The Misshapes performed during the night, while the guests discovered the new generation of glasses which, incidentally, were on hand for trying on. We were invited to experience for ourselves the polarisation technology through a striking glare installation which demonstrated the perfect vision of the polarised lens: clear contrasts, brighter colours, absence of glare… I could not believe my eyes!

The launch was of course celebrated by the toast of popular celebrities from TV personality and designer Whitney Port, singer Leigh Lezark, actor Adam Driver to fashion expert Carson Kressley, all whom added more glam to the whole event.

A big flat screen in a dedicated area was showing in loop the history of the brand, with black and white images of the founder, Edwin H. Land and the first prototypes of lenses in the late 1676, a medley of vintage advertisements from 1930s until the Andy Warhol inspired pop images of 1980s.

Polaroid Eyewear

Coral oversized shape from the new Polaroid Plus Collection

The Polaroid Plus Collection, a capsule collection of 10 styles for both men and women, perfectly balances fashion and technology, as the colourful and minimal shape is combined with the innovative UltraSight™ Plus polarised lenses, which ensure perfect vision with 100% protection from UV rays as well as supreme comfort. From the deep blue aviator style linked to the DNA of the brand and the tortoiseshell wayfarer for him, to the coral and light blue seventies shapes for her, the styles cover a lot of different shapes as well as colours that fit perfectly with the mood of spring when they will hit the stores. If you have not made your choice already, check out the full Polaroid Collection.

Courtesy of: Polaroid Eyewear by Safilo | Photography by:
Elisabetta Dell Antonia About the author

A stylish fashionista and sporty runner, brings insights into the luxury goods industry. Holds a Master’s in Economics and Foreign Languages and with a career in luxury PR, she is always up-to-date with the latest fashion trends, events and social happenings.