bb State of the Vision S21-S22 Eyewear Trend Forecast - Public

bbase State of the Vision

Forecast for S21-S22

B

eyond its chameleon-like nature and akin to most things made by humans, eyewear reflects our times.

This unassuming accessory boasts a rich and epic history, the most recent narratives which can be seen anywhere – it is being worn by 4 billion people.

Karl Lagerfeld’s face adorned by the latest black sunglasses.

Elton John with his diamond studded spectacles. Would Lolita even be Lolita if she didn’t see through heart shaped lenses? We know that no morning of Hunter S. Thompson’s started without reaching for his amber tinted aviators.

Let’s reflect

For many style aspirations that people reach for, the conviction of character can be found in the eyewear chosen to replicate the perception: the Olsen Twins, Clark Kent, John Lennon, Jackie O. To this day, the enormity of a personality can be summed up in two lenses and a frame, all engineered together to come out almost no bigger than the length of a palm.

It began with a glass reading stone used to magnify scholarly texts, rudimentary sunglasses to obscure emotion and elevate status, to the evolution of an industry that included a medical category, bringing forth protective goggles that served a variety of uses across sporting, safety and health services. As of late, face shields have evolved their purpose into mass use, safeguarding against Covid-19 and tear gas.

Then there are the decades upon decades of style moments, design innovation and scientific discoveries that continue to be displayed, illuminated and manifested through eyewear.

It is as a testament to the necessity of an eyewear industry that is both reflective and progressive. It is the universe that bbase lives in, the cosmic we strive to create.

As we start the new decade, our State of the Vision takes into consideration a dominating digital terrain that remains to be the driving force on how markets move to stay relevant to consumers. The consumers we encounter are hyper connected and hyper aware – whether they were born with this inclination or are have adapted to the constant access of of news and current events.

Let’s reflect

Our forecast also indicates our passion to be accountable for our relationship with the planet and the need to collectively work together to be part of the solution.

Coupled with our three decades in the industry, compelled to rethink traditional systems, committed to reflect on possibility, we are delighted to present our trend scopes:

Memory, Protect & Human.

Reassess your stylistic voice, percolate between handmade or injection eyewear, bounce off unexpected colour combinations, explore material developments, dust off shape references and aesthetics, push towards innovation – the images and concepts you find in this volume aim to chart the path and inspire your next eyewear collection with bbase.

We look forward to creating with you.

PROTECT AGILE // HYBRID // MOVEMENT

MEMORY

Image from Poppy Lissiman

Concept Artwork, Artist Unknown

Human

Sentient / Foundation / Collective

Image from Poppy Lissiman

Connect | Reminisce | New Heritage

Image from Etnia

t c e n Con

France’s decision to shun a modern rebuild for Notre Dame and Netflix front loading its 2021 content offerings with throwback shows like Seinfeld, both signify the appeal of the past. Millennials are entering their prime spending years and they are an ultranostalgic generation, almost fanatical about being immersed in the feel-good, optimism of their stories.

Millennials adore the absurd and the timeless equally because of the emotional journey they embark on through the archive of their memories.

Eyewear partnerships with childhood icons will be favoured, along with whimsical vintage, retro shapes with opulent embellishments. Witness the Gucci x Doraemon eyewear collaboration become a collectible in days. The hazy, rose-coloured, dreamy, roller-rinky summer look and feel of having no cares in the world will be chased by everyone.

e c s i n i m e R

Ne w Heritage

Image from Fendi

T

he start of a new decade brings about contemplation and retrospection of life as it was known. Now, deepened by a global pandemic which has forced the 2020s to an almost standstill, exploring memory is front and center of most people’s attention.

Image from Akila

MEMORY This market state brings an exciting occasion to play on eyewear’s capacity to evoke memory. Eyewear has the potential to calibrate together seeing, hearing, feeling, and even olfactory senses to become a super nostalgia bomb, alluring and heady in its influence. In doing so, the opportunity to create new style heritages is up for grabs. From post-war architecture, industrial booms in history, the slinky hedonist sparkle of other eras, eyewear can earmark history and bring fresh perspectives to classic shapes.

As we take our first cautious steps to forge ahead, we cannot help but look back.

PRESS PLAY

The images used on this video are for the purpose of mood inspiration. No ownership of images is held by bbase Design Group

PRESS PLAY

The images used on this video are for the purpose of mood inspiration. No ownership of images is held by bbase Design Group

PRESS PLAY

The images used on this video are for the purpose of mood inspiration. No ownership of images is held by bbase Design Group

AGILE

From navigating riotous political climates around the world to a looming, complex virus - objects we use need to perform extra efficiently. The eyewear market will experience growth and move into health and tech industries. Stylish, comfortable protective shields are fast becoming a mandated accessory. Consumers are also looking to streamline an unwieldy collection of gadgets and the tech companies like Facebook and Huawei are looking at eyewear to initiate solutions to consolidate smart functionalities such as audio, video and voice command on the go. These unique business opportunities highlight eyewear’s versatility - from being a medical and protective necessity to being a kaleidoscope of ways for people to express style and individuality.

hybrid

As brands adapt and change to operate in swiftly moving markets, being agile takes on new speeds, design hybridity bring distinct advantages and we are reminded that movement is armor in itself and paramount to breaking boundaries.

movement

Image from Moncler

Image from Fenty x Puma

ncertainty isn't always a threat when one is well equipped. The need to protect ourselves against new unknowable realities extends to the minutest and most trivial manners. The way we experience life, through vision, touch, breath leaves us vulnerable and compromised. Whether pre, during or post-crisis, people have always evolved and found new ways for survival and preservation.

Image from Balenciaga

PROTECT U

PRESS PLAY

The images used on this video are for the purpose of mood inspiration. No ownership of images is held by bbase Design Group

PRESS PLAY

The images used on this video are for the purpose of mood inspiration. No ownership of images is held by bbase Design Group

PRESS PLAY

The images used on this video are for the purpose of mood inspiration. No ownership of images is held by bbase Design Group

Human Image from Kura The World

Accelerated by a global lockdown and motivated by a generation that is even more ultra savvy on social media platforms (ie. the birth of the social media movement, Instagram marketplace), established and emerging brands, regardless if they are consumer or industry facing, are stepping into more human-centric messaging.

Foundation

Eyewear has another golden opportunity for evolution during this period of recovery and rebuilding, notably at a time where markets have been jostled by the traction of a global wellness industry that juxtaposes what we know of “success” – large things, fast living.

Image from Akila

he gentle battle cry for kindness - to each other, to ourselves, to the planet - is the enormous murmur heard around the world.

Collective Image from Dolce and Gabbana

T

Sentient

As conversations underline the significance of mental health, social and environmental responsibility and inclusivity, eyewear made with resource conscious materials with lenses to soothe eye strain and highlight self care moments will be sought after.

Consumers want their minds nurtured, their perspectives to matter, their sentient lives emphatically reflected through the products they purchase.

Media stalwart Oprah launched Oprah & Deepak Chopra’s ‘The Chopra Centre’ which promotes the power of meditation. Pharell’s Humanmade has come out with a couple of product lines, but the brand ethos is clear: urge audiences to celebrate humanity as a whole, optimistically and collectively. In our differences, we are unified and ultimately, belong to each other.

As consumers shift buying behaviour towards more natural materials (bioacetate, recyclable polycarbonate) and heed circular philosophies, the eyewear industry will be encouraged to fully pivot to accommodate these requisites. As heads are lifted from praying to a screen, humankind will gravitate towards eyewear that considers culture and values like accessibility, a mission focused brand, quality, ethical manufacturing, environmental commitments and community.

PRESS PLAY

The images used on this video are for the purpose of mood inspiration. No ownership of images is held by bbase Design Group

PRESS PLAY

The images used on this video are for the purpose of mood inspiration. No ownership of images is held by bbase Design Group

PRESS PLAY

The images used on this video are for the purpose of mood inspiration. No ownership of images is held by bbase Design Group

Our Story For over 20 years, bbase has been a global leader in the eyewear industry, designing, manufacturing and distributing millions of pieces annually of bespoke, market-targeted and trend-led eyewear to the key global retailers and fashion brands in over 65 countries.

We are proud to be a diverse team of experts in trend forecasting, design and production, coupled with branding, logistics and merchandising. Alongside these expertise, we are pioneering sustainable practices in the eyewear industry.

Among our initiatives, is fuelled by our passion for cuttingedge materials that are resource conscious, certified and add deep value to many of our clients.

Learn more at bbase.com.hk Follow us on

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