Are These Goggles the Next Cool Sunglasses?

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Style Week is back in comprehensive power, and there is a ton to see. Blink (or scroll also speedy on Instagram) and you’ll pass up the specifics: very small luggage, tall footwear, feathered hats, leather-based capes and diamond pet collars. So as section of a new series, Wow Instant, we’ll highlight factors we saw on the runways that delighted or mystified us.

MILAN — “Don’t open the bag,” a disembodied voice scolded, continuously, as people submitted into Sunnei’s spring present on Friday.

Company experienced been handed white cotton drawstring pouches as they moved towards the runway, an all-white tunnel developed inside an vacant warehouse. Peeking into the bags was not tolerated by the voice, which, it turned out, belonged to the company’s advertising director.

Then just in advance of the present commenced, and right after finally providing the viewers permission to open the pouches to find out a pair of sunglasses inside of, the voice scolded once more: This show was intended to be knowledgeable when donning the sun shades, not although pointing phones at the types.

When an aggressive white mild suddenly slammed on overhead, practically every person adopted the to start with section of her instructions. (The next aspect? Not so a lot.)

In short, that is how you persuade a horde of fashion persons — influencers, stylists, customers, editors, writers, buddies of the model and other assembled fans — to concurrently strap on sun shades resembling classy ski goggles. When it seemed as if some company were about to yank them off midway through the clearly show, strobe lights dissuaded them.

Sunnei phone calls the sunglasses Prototipo 3, and each individual model on the runway was putting on them. They have been proven in a selection of colours, including jet black (which the audience wore), dim beige or white with purple and blue lenses, like 3-D glasses. The rectangular acrylic frames have stubs, rather of full-size temples, that had been connected to adjustable head straps. Right after the show, Sunnei place some for sale online.

It is obvious that Sunnei’s designers, Simone Rizzo and Loris Messina, believe that in the marketability of this product or service (which they referred to as the “protagonist” of the demonstrate). Buzz has been progressively setting up all over Sunnei considering that its founding as a men’s wear label in 2014, and last yr it obtained a $7 million investment decision from the manner group Vanguards.

Sunnei has emerged with a amazing, rebellious electricity in a town dominated by pretty outdated, quite steady luxury houses. It has also crafted a sound pursuing on Instagram, and it is uncomplicated to visualize the Prototipo 3 turning out to be well-liked with influencers who gravitate towards the most up-to-date road-style eyewear, like racer sun shades or those teeny Y2K shade-tinted frames.

These are sunglasses for folks who really don’t care about the effortlessness and versatility of, say, Ray-Bans, but do treatment about currently being found — about being ahead of trends and having awareness for it. And you know what? They caught ours.