by Stephen Garner

Safilo has inked a new deal with Missoni. The Italian eyewear company has signed a new five-year global eyewear licensing agreement for Missoni and M Missoni, renewable at the same conditions up to 2029.

The new Missoni and M Missoni eyewear collections will hit the market in January 2020 and will be anticipated by a digital communication campaign to unveil step by step the new products.

“The Missoni and M Missoni brands are such a perfect fit in our portfolio. We share with these iconic Italian brands the same values of visionary design, tradition, and excellence in manufacturing,” said Angelo Trocchia, CEO of Safilo Group. “At Safilo we can furthermore draw on our extensive archive, rich in inspiration thanks to our previous collaboration, thereby ensuring forward momentum to further support the brands’ global distribution and important business development for both our Companies.”

“We are honoured and proud to be working with Safilo once again, it represents a reunion of sorts as Safilo was our first-ever eyewear licensee in the ‘80s,” added Angela Missoni, chairman and creative director of Missoni Group. “Safilo is an Italian manufacturer that has a long tradition and strong expertise in its craftsmanship. From a creative perspective, I’ve always loved this product category and cannot wait to see all the diverse elements of the Missoni style developed in this new eyewear collaboration.”

Michele Norsa, industrial partner of FSI and vice-chairman of Missoni, adds: “It’s an important partnership that contributes to our goal of adding further value to the brands, while giving a tangible boost to our business plan development, widening its potential of growth. With Safilo and the new eyewear collections, Missoni reinforces its brand position in the fashion and luxury industry with a global reach and well-articulated product range that appeals to worldwide consumers.”