Safilo Group, the Italian eyewear powerhouse with over 90 years of heritage, made its stylish South African debut with an exclusive media showcase in Sandton.

• With nearly a century of Italian craftsmanship, Safilo continues to shape the future of eyewear through heritage, design, and innovation.
• The media showcase unveiled the upcoming launch of Victoria Beckham Eyewear, set to debut globally in 2026.
• Global eyewear trends highlighted bold designs, self-expression, sustainability, and the fusion of fashion with function.
• Visit www.sandtontimes.co.za for more stories.

Safilo Group, the Italian-born global eyewear powerhouse with more than 90 years of heritage, has officially made its debut in South Africa. The Group hosted an exclusive media showcase in Sandton, introducing local media – including The Sandton Times – to the world of Safilo, a brand synonymous with craftsmanship, innovation, and timeless style.

Founded in 1934 in Padua, Italy, Safilo Group has evolved into one of the world’s leading players in the eyewear sector, designing, manufacturing, and distributing some of the most coveted frames, sunglasses, and sport eyewear across continents. The company operates through subsidiaries in over 40 countries, with distribution across more than 70 partner markets and an impressive presence in nearly 100’000 points of sale worldwide.

At the exclusive brunch event, guests were treated to a curated journey through Safilo’s storied heritage, its impressive portfolio of brands, and the global trends shaping the future of eyewear. The day’s highlight was undoubtedly the announcement that Victoria Beckham Eyewear will officially launch under Safilo in 2026 – a major addition to an already formidable luxury stable that includes icons like Carolina Herrera, Marc Jacobs, Etro, Kate Spade, and BOSS.

A Blend Of Heritage And Modernity

With five design studios located in Padua, Milan, New York, Hong Kong, and Portland, Safilo merges Italian artistry with international creativity to create eyewear that transcends fashion and function.

Its portfolio today is as impressive as it is versatile. From house brands Carrera, Polaroid, and Smith – known for their mix of sport, fashion, and lifestyle appeal – to an enviable line-up of licensed labels including BOSS, Hugo, Carolina Herrera, David Beckham, Tommy Hilfiger, Kate Spade, Marc Jacobs, Etro, Missoni, Moschino, Levi’s, Under Armour, and soon Victoria Beckham, Safilo’s reach spans every corner of contemporary culture.

Cindy Veldsman, Country Manager for Safilo South Africa, described the brand’s arrival as a ‘moment of connection between global luxury and local sophistication’.

Victoria Beckham Eyewear – Defining Modern Luxury

The announcement of Victoria Beckham Eyewear was met with palpable excitement. The forthcoming line, set to debut in 2026, will reflect Victoria Beckham’s signature design ethos – confidence, sophistication, and timeless elegance. True to Safilo’s craftsmanship standards, the collection promises to deliver refined silhouettes and impeccable details, tailored for women who appreciate understated luxury.

This collaboration aligns perfectly with Safilo’s approach to brand partnerships: authentic, design-driven, and always with a distinct point of view. Victoria Beckham’s growing influence in the luxury fashion landscape complements Safilo’s mission to offer eyewear that celebrates individuality and contemporary femininity.

A Global Glimpse Into Eyewear Trends

During the Sandton showcase, Safilo offered a comprehensive look at the style movements currently defining global eyewear. These trends demonstrate the industry’s growing intersection between fashion, function, and personal expression.

• Bold & Sculptural: Designers like Marc Jacobs, Etro, Carolina Herrera, and Kate Spade are embracing oversized silhouettes, daring angles, and avant-garde forms that blur the line between accessory and art.
• Self-Expression & Mood: Through collections from David Beckham, Levi’s, Missoni, Moschino, and Polaroid, eyewear becomes a reflection of personality – playful, confident, or effortlessly cool.
• Everyday Culture: For those who favour streetwear and celebrity-inspired aesthetics, brands like Carrera, Carrera Ducati, Polaroid, and Tommy Hilfiger reinterpret eyewear as a style statement that fits seamlessly into daily life.
• Innovation, Sustainability & Heritage: BOSS and Hugo bring precision and timeless tailoring to eyewear, while Under Armour leads in performance-driven design. Meanwhile, Polaroid and Levi’s champion eco-conscious craftsmanship, showing that sustainability and style can coexist harmoniously.

Each brand under the Safilo umbrella contributes to a narrative of innovation and individuality – where eyewear is not just a necessity, but an extension of identity.

The Italian Vision Comes To South Africa

Safilo’s first media engagement in South Africa signals not only its physical arrival in the market but also a cultural one. The Sandton showcase introduced South African media and industry insiders to a world of luxury, sport, and lifestyle eyewear that is both aspirational and accessible. It’s an important milestone that reflects the growing significance of South Africa – and the continent at large – in the global luxury landscape. As discerning consumers seek authenticity, craftsmanship, and purpose-driven brands, Safilo’s entry arrives at an opportune moment.

From timeless Italian design to forward-thinking sustainability, the brand’s ethos aligns seamlessly with modern values. As Safilo continues to ‘see the world at its best’, its South African debut represents more than a market expansion – it’s the beginning of a new chapter in global eyewear appreciation.

Looking Ahead

Safilo’s introduction to South Africa underscores a broader mission: to redefine how people experience eyewear. Whether it’s a pair of Carrera shades that capture everyday energy, BOSS frames that command boardroom presence, or the highly anticipated Victoria Beckham collection poised to become a symbol of understated luxury, Safilo continues to push the boundaries of design, sustainability, and craftsmanship.

As the Italian eyewear icon takes its first bold steps into South Africa, one thing is clear: the future of eyewear here looks very bright indeed.

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