Am I Seeing This Right?
Words by Rachel Hambly
Eds. Mistral Zerbi
Gone are the days when glasses were just a necessity for better vision and were a source of ridicule in elementary school. Now, they’re a bold fashion statement, a way to stand out, and a true reflection of personality. Through the rise of indie and niche eyeglass companies such as Warby Parker, which offers the consumer a personalized and seamless experience, the glasses industry has undergone a significant transformation. These brands are redefining what it means to wear glasses, targeting young audiences with colorful and geometric designs, creative collaborations, and emphasizing focus on self-expression.
For decades, eyewear was dominated by a handful of major companies, with styles that focused on functionality rather than fashion. When I had to buy my first pair of glasses, my two options for shopping were buying glasses from my eye doctor or heading to the local mall. While this was also because I was only thirteen, the glasses industry wasn’t what it is today. Enter Warby Parker. Founded in 2010, this brand disrupted the industry with fashionable yet affordable frames that could be ordered online, tried on, and sent back for no charge. With now over 200 stores that offer cohesive aesthetics and easy eye exams, they figured out what customers wanted and handed it to them on a silver platter.
One of Warby Parker’s storefronts, which offers a cohesive aesthetic and easy shopping experience. https://www.modernretail.co/retailers/warby-parkers-s-1-a-digitally-native-brand-discovers-the-power-of-stores/
But Warby Parker is only the tip of the iceberg. Many smaller, independent brands have followed suit, each by carving out their niche and focusing on sustainability, unique designs, or creative marketing. Brands like Moscot, known for their vintage-inspired frames, Garrett Leight and their Californian cool branding, and Ace & Tate, celebrated for their bold use of color, are thriving by embracing distinctive styles that are becoming popular due to fashion-savvy consumers. By ditching cookie-cutter designs in favor of funky frames, they gain more and more customers each day.
Many of these indie brands recognize sustainability as a large concern with millennial and Gen Z consumers. For example, brands like Sea2See create frames crafted with recycled plastic found in oceans, and Pala Eyewear combine modern designs with their commitment to support vision aid programs for those in need living in Africa. By prioritizing these initiatives, younger customers connect with these brands, and can feel prompted to buy their products, increasing sales and awareness.
A campaign organized by Pala and Coral Eyewear to promote the causes and focuses of their company. https://www.linkedin.com/company/pala-sunglasses/?originalSubdomain=uk
However, sustainable practices are not the only way eyewear brands are connecting with younger audiences. One of the most effective strategies employed are collaborations with relevant influencers and cultural icons. A prime example? Warby Parker’s partnership with Emma Chamberlain. The Youtube star who has led fashion trends since 2017 deeply resonates with Gen Z, so when she introduced a collection of effortlessly cool frames, it was instantly popular. Her self-designed campaign amassed hundreds of thousands of likes across her platforms, and proved to her audience that wearing glasses doesn’t have to be boring.
Photos from Emma Cahmberlian’s unique take on a campaign shoot while promoting her collaboration with Warby Parker. https://wwd.com/pop-culture/new-fashion-releases/emma-chamberlain-warby-parker-collaboration-collection-1236721806/
Emma’s influence is far from an isolated case. Indie eyewear brands are increasingly teaming up with musicians, artists, and fashion labels to create limited-edition collections. Vada, for instance, recently collaborated with Grammy-winning artist Leon Bridges to design vintage-inspired styles, while Garrett Leight partnered with Clare V., a popular handbag designer, to create eyewear with a French-chic twist. But these collaborations are more than marketing stunts; these serve as a way for brands to connect deeply with their audience. By collaborating with influencers who have authentic relationships with their followers, indie eyewear brands build trust and establish themselves as more than a place to buy glasses - they become a lifestyle.
One of the many styles designed by Leon Bridges with his work with Vada Jewelry. https://vadajewelry.com/products/leon-helios
Beyond the brands themselves, the broader trend of funky frames is taking over. Think oversized aviators in neon green, translucent cat-eyes, or geometric shapes that look as though they’ve been plucked out of a futuristic movie. The shift towards bold and colorful eyewear mirrors a larger trend towards self expression. Younger generations are ditching minimalism in favor of maximalism, so glasses that were once considered a burden are now a way to stand out. Social media has played a huge role in this trend with platforms like Instagram and Tiktok turning glasses into a must-have accessory with trends like “glasses matching your outfit,” or advertisements for eyewear chains that turn glasses into statement jewelry. Even celebrities like Rihanna and Timothee Chalamet have embraced bold eyewear, bringing it from your For You page to the red carpets.
The rise of indie glasses brands and funky frames are more just about fashion. It’s a reflection of how younger brands are redefining consumerism. They’re seeking out brands that align with their values, whether that’s accessibility, affordability, sustainability, or individuality. They want products that help them show what matters to them and express who they are. So whether you’re a fan of bold colors or classic styles, there’s never been a better time to explore the world of eyewear. The future is clear: glasses are no longer just about seeing better - they’re about being seen.