Eyefly Launches Now, Present Bespectacled Fashionistas $99 Treatment Frames & an Unprecedented Shopping Experience

Eyefly Launches Now, Present Bespectacled Fashionistas $99 Treatment Frames & an Unprecedented Shopping Experience

Online style eyewear boutique Eyefly launched now offering fashionistas a different way to shop for men’s and women’s designer treatment eyewear starting at $99. On Eyefly, eyeglasses are presented as style accessories no less significant than an exquisite pair of shoes and have-to-have handbag.Eyefly’s extensive collection of custom-forward frames enables the bespectacled to match distinct eyewear to the many looks in their closets.

The domain is the result of a collaboration among leading online style retailer Bluefly, Inc. (NASDAQ Capital Market: BFLY) and A + D Labs, a premier producer of designer style eyewear. Through an intuitive and interactive boutique experience, Eyefly users can virtually try on multiple frames and enter their treatment from the convenience of their keyboards. By uploading a image or using their webcam, Eyefly’s use of FittingBox technology lets shoppers to not only see how the glasses look on them, but effortlessly solicit advice from friends via Facebook and email to aid their decision making process.
“The right pair of frames has as much impact on an clothing as the right pair of shoes,” notes Eyefly’s Chief Executive Officer Melissa Payner, who herself wears eyeglasses. With glasses figuring prominently in the bookworm chic of significant brands like Band of Outsiders; completing runway looks (see the round and square specs at Malandrino Fall 2011); and framing the looks of style stars like Kanye West, Alexa Chung, Tavi Gevinson, Sean Lennon, Justin Timberlake, and Jay-Z, Payner adds, “We’re thrilled to finally offer an experience this client has been wanting for so long at an incredible value.” Regarding the value, she elaborates, “The lenses are 100% UV protective with anti-reflective, anti-scratch coating and they’re made of lightweight polycarbonate, considered one of the best and harmless materials on the market.”
For the brand’s launch, Eyefly enlisted famous Street Style Photoblogger Tommy Ton to shoot an exclusive series of notable—and bespectacled—style stars. Shooting in New York and Sydney, Ton captured Editorial Director Mickey Boardman, Creator Dani Stahl, Senior Accessories Editor David Thielebeule, Connected Fashion Editor Zandile Blay, and Style Blogger Susie Bubble. For the website, Eyefly cast real New Yorkers as models, snapping them in the collection’s breadth of fashionable frames on streets across the city.
Eyefly’s collection of 41 styles including women’s and men’s frames, sunglasses, readers, and unisex options are all named after iconic streets around the glob. Payner explains, “Street Style taking pictures has become one of the strongest indicators of private style and Tommy Ton’s striking portraiture absolutely bares that out.” She adds, “We were particularly encouraged by the many different ways real publics use their eyeglasses to frame their appearances; we really wanted everybody to see themselves in Eyefly.