Zenni Optical has asked designer Timo Weiland to choose his favorite lenses for a micro collection entitled “Timo’s Picks.”
“Timo’s Picks” is a collection of twenty-four Zenni Optical frames that pair best with Timo Weiland‘s upcoming S/S 2017 collection. The twenty-four selections favor bold frames, from a pair of classic wayfarers with a faux-wood look to oversized cat-eyes in semi-translucent jewel tones. The collection was celebrated at the Cadillac House during New York Fashion Week. Guests mingled around some of Cadillac’s newest models displayed in the lobby before entering a retail space that featured both “Timo’s Picks” and shoppable items from Weiland’s F/W 2016 collection. A Zenni Optical representative was nearby, ready to give information on the eyewear as guests tried on the collection. The brands also partnered with Project September, an app created by Gilt founder co-founder Alexis Maybank that allows users to shop from photos with direct hyperlinks. Kiosks scattered throughout the event allowed guests to slip through a lookbook of Weiland’s designs and Zenni Optical eyewear and purchase in-app.
The relationship between Weiland and Zenni Optical began over nine months ago when the eyewear brand approached Weiland to produce a video for their Metropolitan collection. Since then the relationship between both brands has grown. When the CFDA awarded Weiland the Retail Lab accreditation, he invited Zenni to display some of their frames alongside his designs, thus “Timo’s Picks” was born. Mark Brutten, Director of Brand Marketing at Zenni Optical told The Knockturnal that the collaboration felt natural because, “Our companies had similar ideas about affordability for the masses and stylish products.” Brutten divulged that Weiland was looking to create a space that showcased his pieces as part of a lifestyle and not as a separate subsection. Eyewear is not only a great accessory but a way to contextualize Weiland’s designs as part of your everyday routine.
Neither Weiland nor Zenni Optical had ventured into the world of the brick and mortar retail experience before opening up shop at the Cadillac House. Brutten says that getting to see customers react to their products in real time has been a great experience for the brand, who opts out of physical stores to cut costs and keep prices low. Now you too can check out Weiland’s collection as well as his Zenni Optical picks at 330 Hudson Street.
