bb The State of the Vision S23-24 Eyewear Trend Forecast - Public

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CEO Note

“ In creating this edition of State of the Vision, we found ourselves refining our eyewear categories, be it across gender or mood, understanding that they need to be expanded on, in order to reflect the realm of possibilities and realities that sustainable fashion eyewear design can speak to.

Diversity encapsulates our identities, with our lifestyle preferences and patterns evolving from the past and present to forecast our future. At bbase, we look at all of this, in step with our global cultural and market shifts in order to help you respond to shifting consumer aspirations.

Read on as we deploy our virtual identities, explore digital spaces, amplify innovation and share our vision. I hope you enjoy this report as much as we have enjoyed creating it for you.

CEO

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Jo Black

A huge shoutout to my team for your relentless and collective creative power to WOW! It’s a gift to be on this journey together, working on this State of the Vision. “

Foreword

As we enter 2022, life teeters back into a post-COVID system and the flurry of activity that comes with it. A collective hope is palpable, that as we endure another period of change, we also welcome new possibilities.

Through a retail landscape that must reconcile an ecommerce boom with in-person experiences, we are witnessing an intense yet ambiguous market that is still dependent on a barometer that may not exist anymore.

Add this to government and industry leaders navigating the climate crunch, the growth of the crypto economy, supply chain disruptions and global freight challenges -

The roadmap is changing and the search for direction is clear.

Direction is a powerful thing. All at once, it shows purpose, knowing where to go, along with it’s opposite: notions of meandering and lostness.

This duality is echoed in our industry. Fashion eyewear attains purpose in not only functioning as protection for our sight, but by bearing witness to creativity and newness.

This will remain a major contributor to the future growth of the eyewear market. According to Statista, by 2027, the global eyewear market value will climb to $197 billion. While our world systems are put to the test to recalibrate, eyewear stays a firm and worthwhile venture for any fashion brand or retailer.

For eyewear and all the artistic and functional routes that can be taken, the ultimate trajectory of eyewear is upwards and beyond. Eyewear allows us to look up and beyond the sun, it elevates an outfit, lets us return to a memory, lifts a spirit.

Who doesn’t feel cooler when putting on a pair of sunglasses?

In this State of The Vision, Travelgeist, Crossroads and Exploration show how your next eyewear collection can transport beyond a world in postpandemic recovery to X marks the spot.

Along the way, we continue to be fully invested in the collaborative pursuit to build a healthier industry for our planet. We welcome innovation through alternative materials that help us decarbonise and preserve nature, all while exploring the multi-axis dimensions that technology brings, enhancing and redefining how eyewear is experienced in our future physical and virtual reality.

Wherever it is you want to go, let bbase guide your path to inspirational eyewear.

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And movement is what consumers will continue yearning for. Fresh from the restrictions of social distancing and quarantine periods, the need for space to move and be moved is a fixation. The destination?

Anywhere but Here.

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In the fashion industry, eyewear’s ease to speak to a multitude of consumers is unparalleled. It emphasises a domain that depends on the flourish of imagination and succeeds because of a ceaseless orbit of materials, colours and shapes that capture a multiverse of lifestyles, personalities and moods.

Fashion lives in an arena that applauds the exuberance of memory and emotion, and in the face of the monotony of everyday life, eyewear’s real power is in its ability to move people.

Content

Enhanced Reality Curated Nature Dimensional Variants

CROSSROADS

EXPLORATION

Adopted Nostalgia

Digital Utopia

Anywhere but Here

Universal Spaces

Future Perfect

Future Direction

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TRAVELGEIST

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FUTURE PERFECT

ANYWHERE BUT HERE

ADOPTED NOSTALGIA

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Travelgeist

TRAVELGEIST

Travelgeist : Adopted Nostalgia

Adopted nostalgia Eyewear Brands

Key Features

Features warm crystals, tinted lens and beveled rims. Variation in retro squares and metals with a modern flair will be popular, along with aviator shapes in weighty acetate.

Fully lean into trend-signaling and conversation-starting designs.

Hard not to strut in these styles.

This is our Adopted Nostalgia.

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Anchored in deep retro hues, we highlight the revival and reinterpretations of the classics in eyewear. Combining the maximalist philosophy of the 80s: loud, fun and rebellious with timeless best-selling shapes.

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Gucci; Vivienne Westwood; Loewe; Retrosuperfuture; Jacque Marie Mage; Linda Farrow

Travelgeist : Adopted Nostalgia // Mood

2. The North Face x Gucci, 2020

1. Bode, 2019

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3. Silk Sonic

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Travelgeist : Anywhere but Here

anywhere but here Zimmerman; Versace; Blumarine; Poppy Lissiman; Stella McCartney

Key Features A playful take on design and fun branded components on trendy angular cat eyes, mid sized rimless and soft butterfly are key.

This is Anywhere But Here.

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Zesty hues and whimsical patterns creates a much-needed distinction to our everyday rituals. Eye-popping gummy-like textures paired with unexpected mono lenses sets the tone for this daydreamer’s haven.

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Eyewear Brands

All that is youthful, delightful, and quirky lives here in this dreamy labyrinth of hope and excitement – providing an escape from present distress and constraints.

Travelgeist : Anywhere but Here // Mood

7. Gigi Hadid, Moschino, 2022

11. Bjork and Tim Walker, W Magazine, 2017

4. @wuzg00d, 2022

5. @dojacat, 2021

6. Byredo, 2021

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8-10. Bon Bon Whims

12. Louis Vuitton, 2021

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Travelgeist : Future Perfect

FUTURE PERFECT Eyewear Brands

Key Features Architectural lines, urban colors and concrete textures pair well with signature shapes like preppy shapes in recycled or biodegradable materials.

This is our Future Perfect.

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Crystal and solid finishes in cool neutrals, denim and mottled blues and greys, and new-age metallics lay the groundwork.

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Dior; Oliver Peoples; Moscot; Ray Ban; Prada

Here, the appreciation of simplicity is sacred and feeds into the growing relevance of enduring and sustainable design, which includes the ideation of take back programs to support circularity in the product lifecycle.

14. Jill Sander, 2020

Travelgeist : Future Perfect // Mood

13. Dior x Sacai, 2021

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DIMENSIONAL VARIANTS

CURATED NATURE

ENHANCED REALITY

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Crossroads

crossroads

Crossroads : Enhanced Reality

enhanced reality Eyewear Brands

Key Features Glitter and oil slick metal finishes coupled with sculptural angular oversized shapes ensure stand out pieces for those who mark everyday an occasion.

This is a new frontier which celebrates the paradox of the advancements of the technology of the future and the reality that it is grounded on.

This is our Enhanced Reality.

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Draw from styles that wouldn’t be out of place in romanticized landscapes.

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Marni; Prada; Quay; Balmain; YSL

16. Balmain, 2021

Crossroads : Enhanced Reality // Mood

15. Schiaparelli, n.d

17. Dune, 2021

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Crossroads : Curated Nature

Curated nature Chimi; Ace & Tate; Folc Eyewear; Loewe;

Key Features Explore a palette of meditative greens, soft yellows and nature-inspired torts in signature classics like the wayfarer and D-frames.

Could vibrational technology transform blue lights to wellness mainstays? Explore innovative alternative materials that are conscious. Elevate with understated design modifications.

This is our Curated Nature.

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In the future, nature will be orchestrated and tamed into a hyper-calm environment, where thoughtful functionality are valued and an adaptable way of living is the standard.

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Eyewear Brands

20. Iris Van Herpen, 2021

Crossroads : Curated Nature // Mood

19. Making Waves, Kenny X. Li

18. Guangzhou Infitus Plaza, Liang Xue

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Crossroads : Dimensional Variants

dimensional variants Eyewear Brands

Key Features Play with an unexpected approach with performance sporty wraps, flat tops and shields. Try out bold solids, black and white patterns and edgy revo lens.

Embrace designs and styles that favor the gap between shadow and form, light and dark, fragile and tough, active and in rest.

Innovation will amplify eyewear as a protective tool for the everyday.

This is our Dimensional Variant.

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Fluorescent brights juxtaposed against inky blacks bring an atmospheric, cyberpunk divergence in this theme.

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Dries Van Noten; Balenciaga; YSL; Jacque Marie Mage; Akila

Crossroads : Dimensional Variants // Mood

21. Lady Gaga and Ariana Grande, 2020

23. Byredo x Courtney MC, 2021

22. Daily Paper x Komono, 2020

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FUTURE DIRECTION

UNIVERSAL SPACES

DIGITAL UTOPIA

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Exploration

EXPLORATION

Exploraion : Digital Utopia

DIGITAL UTOPIA Eyewear Brands

Virtual reality is a haven in the face of real-world limitations.

The metaverse provides a virtual refuge from an unstable reality, engineering happiness for everyone. Get your new look at the push of a button. Bring this simulated paradise to life.

Key Features Catty shields, exaggerated flat tops and sharp angled metals defines this theme, while acid washed pastels and alternative neons provide an escapist fantasy of an otherworldly universe.

Kuki AI modelling, NFT by digital designer Yekaterina Burmatnova featuring a Pinar & Viola x Google Daydream print at Crypto Fashion Week, Vogue Business 2021

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This is our Digital Utopia.

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Balmain; Gentle Monster; Lacoste; Louis Vuitton; Bottega Veneta

Exploraion : Digital Utopia // Mood

28. Eliesczhae, 2021

26. Byredo, Chen Man, 2021

25. Bjork, 2017

27. Byredo, 2020

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24. Louis Vuitton, 2021

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Exploraion : Universal Spaces

UNIVERSAL SPACES Ace & Tate; Burberry; Victoria Beckham; Gigi Studios; Jimmy Fairly

Key Features Classic shapes are paired with luxurious milky acetates. Great opportunities for subtle personalisation in temples.

As the demand for inclusivity and sustainability increases, embrace utilitarian aesthetics and gender neutrality. Draw from down to earth colours with revitalized mid tones, cool greys and tawny browns, creating an easy trans-seasonal palette.

This is our Universal Space.

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There is comfort in sameness; anonymity in uniformity.

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Eyewear Brands

30. Burberry , 2021

Exploraion : Universal Spaces // Mood

31. Burberry , 2021

29. Jacquemus, 2020

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Exploration : Future Direction

FUTURE DIRECTION Eyewear Brands

Key Features

Like a clean slate, crystal clear finishes team up nicely with fresh whites, pensive pastels and faded milky tones for the ultimate aspirational ‘Luxe Leisure’ aesthetic.

Classic rounds augmented with inclusive design features (adjustable nose pads, comfort temple tips). Boldly designed D-frames in recycled and biodegradable materials make the possibilities accessibly modern but still anchored in nature.

What If?, six n. five, 2021

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This is our Future Direction.

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After all of this, where are we headed and what have we learned?

The spotlight will be on community focused commerce, conscious consumption and the expectation of mindful aesthetics, in which design is fully in sync with need and purpose.

Moncler; Versace; Tol Eyewear; Tory Burch; Jimmy Fairly

36. Mue Studio, 2021

Exploraion : Future Direction // Mood

36. Mue Studio, 2021

33. Pillar Zeta, 2018

37. Mykita, 2021

34. Rick Owens, 2021

35. Pangaia, 2018

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32. Moncler, 2019

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Meet the Team

Cristina Kountiou

Zoe Pena

Jesper Lindquist

Sam Roseman

Afsha Clarke

Endra Devi

Shreya Lunawat

Trend Forecast Director

Copy Director

Visual and Photographic Director

Contributor - Art Direction

Contributor Business and Client Insight

Creative Direction and Project Lead

Creative Manager and Associate Project Lead

Director, Innovation and Sustainability

Director, Strategic Communications

Head of Innovation

Director, Licensing and Brand Marketing

Director, Business Development

Product Development Manager

Project Manager

Ken Fok

Christy Lau

Hang Wong

Janey Romeo

Marco Yeung

Production Manager

3D Designer

Lead Graphic Designer

Graphic Designer and Video Editor

Researcher and Creative Copywriter

Researcher and Project Coordinator

Project Manager

Design Assistant

Graphic Designer

Graphic Designer

Regional Product Developer

Product Development Assistant

Special thanks to Paige Sinclair and Alexsandra Bailey for their contribution.

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Guin Joyce Ballard

19. Li, Kenny X. (n.d.). Making Waves [Photograph]. Photography by Kenny X Ki. Kenny X. Li. Retrieved from http://www.kennyxli.com/making-waves

1. Wolf, Cam. (2019). Emily Bode Brings the Circus to Paris [Photograph]. Photography by Tyrell Hampton. GQ. Retrieved from https://www.gq.com/story/bode-spring-summer-2020-runway-interview

20. Finney, Alice (2021). Iris van Herpen’s Earthrise collection is designed as a “living organism”. [Photograph]. Dezeen.

Retrieved from https://www.dezeen.com/2021/07/14/iris-van-herpen-earthrise-collection-fashion-ocean-plastic/

2. Newbold, Alice (2020). Here’s Your First Look At The North Face x Gucci [Photograph]. Photography by Daniel Shea. Vogue UK. Retrieved from https://www.vogue.co.uk/news/article/gucci-the-north-face

DIMENSIONAL VARIANTS

3. Silk Sonic (n.d.). An evening with Silk Sonic, Live in Las Vegas [Photograph]. Photography by John Esparza. Silk Sonic.

Retrieved from https://www.silksonic.com/

21. Bulut, Selim (2020). ‘Rain on Me’, Lady Gaga and Ariana Grande’s collaboration, is here. [Photograph]. Photography by Brandon Bowen. Dazed Digital.

Retrieved from https://www.dazeddigital.com/music/article/49331/1/lady-gaga-ariana-grande-rain-on-me-stream

ANYWHERE BUT HERE

22 - Kwame (2020). Daily Paper And Komono Combine For Creative Capsule Collection. [Photograph]. Photography by Ottiliie Landmark. Dappermobster.

Retrieved from https://www.thedappermobster.com/fashion/2020/5/13/daily-paper-and-komono-combine-for-creative-capsule-collection

4. Wuzg00d [@wuzg00d]. “Acessories image”. Instagram, (2022, January 29). Retrieved from https://www.instagram.com/p/ CZSOaeqPHbI/

23 - Remember You Were Made to Be Used [@remeberyouweremadetobeused]. “Byredo x Courtney MC”. Instagram. Photographed by Remember You Were Made to Be Used (2021, October 21). Retrieved from https://www.instagram.com/p/CUj5KCrA6G5/

5. Doja Cat [@dojacat]. “Cool Dancer”. Instagram, Photographed by Jacob Webster (2021, November 4). Retrieved from https://www. instagram.com/p/CV1lLWeFf-L/

DIGITAL UTOPIA

6. Byredo [@officalbyredo]. “Byredo by artist Hank Grüner”. Instagram, (2021, December 1).

Retrieved from https://www.instagram.com/p/CW6KJJkMK55/ 7. Hadid, Gigi [@gigihadid]. “Moschino campaign”. Instagram, Photographed by Steven Meisel (2022, January 8).

Retrieved from https://www.instagram.com/p/CYcaasWOTFw/ 8. Bon Bon Whims. (n.d) Hidden Treasures, Ursula’s Spell ring. [Photograph]. Bon Bon Whims.

Retrieved from https://bonbonwhims.com/products/hidden-treasures 9. Bon Bon Whims. (n.d) Lime green rainbow lucky ring. [Photograph]. Bon Bon Whims.

Retrieved from https://bonbonwhims.com/products/lime-green-rainbo w-lucky-ring 10. Bon Bon Whims. (n.d) Choose your initial: clear lucky ring. [Photograph]. Bon Bon Whims.

Retrieved from https://bonbonwhims.com/products/clear-initial-lucky-ring 11. W Magazine. (2017). Bjork Returns to Iceland, for a Dreamy Photoshoot with Tim Walker. [Photograph] Photographed by Tim Walker. W Magazine. Retrieved from https://www.wmagazine.com/gallery/bjork-iceland-tim-walker 12. Mower, Sarah. (2021). Louis Vuitton Spring 2022 Menswear. [Photograph]. Vogue.

Retrieved from https://www.vogue.com/fashion-shows/spring-2022-menswear/louis-vuitton

FUTURE PERFECT 13. Dior. (2021). Dior and Sacai Saddle Bag. [Photograph]. Dior. (2021). Photography by Brett Llyod.

Retrieved from https://www.dior.com/en_hk/products/couture-1ADPO246USC_H15E-dior-and-sacai-saddle-bag-black-technical-fabricand-grained-calfskin 14. Sander, Jill [@jillsander]. Jill Sander Resort 21. Instagram, Photography by Tim Elkaim, (2020, November 26).

Retrieved from https://www.instagram.com/p/CIDuqmClvvJ/

24. Mower, Sarah. (2021). Louis Vutton Spring 2022 Menswear [Photograph]. Vogue. Retrieved from https://www.vogue.com/fashion-shows/spring-2022-menswear/louisvuitton 25. Bjork “Notget” VFX Breakdown. (2017). [Photograph] Creative Direction by Bjork and James Merry]. Stash Media. https://www.stashmedia.tv/bjork-notget-vfxbreakdown/ 26. Little, Harriet Fitch. (2020). Byredo debuts a wild, color-saturated makeup collection with some help from Isamaya Ffrench [Photograph]. Photography by Carlijn Jacobs. Vogue. Retrieved, from https://www.vogue.com/article/byredo-makeup-collection-isamaya-ffrench-ben-gorham 27. Gorham, Ben [@officialbyredo]. Byredo Makeup. Instagram, photography by Chen Man, (2021, September 27). Retrieved from https://www.instagram.com/p/ CUSrz1uMRXx/ 28. Sczhae, Elie. (2021). Digital Fashion: The Next Frontier of NFTs [Photograph]. Digital Art by Elie Sczhae. Medium. Retrieved from https://medium.com/@eliesczhae/ digital-fashion-the-next-frontier-of-nfts-360f19dc17d7

UNIVERSAL SPACES 29. De Klerk, Amy (2020). Jacquemus creates another viral catwalk moment, the time in a wheat field [Photograph]. Photography by Pascal Le Segretain. Harpers Bazaar.

Retrieved from https://www.harpersbazaar.com/uk/fashion/fashion-news/a33257267/jacquemus-show-july-2020/ 30. Ting, Anny (2020). Burberry’s new visual release, Bella Hadid nude vest is upper sexy [Photograph]. Photography by Inez and Vinoodh. Vogue. Retrieved from https:// www.vogue.com.tw/fashion/article/burberry-bella-hadid 31. Burberry, Thomas [@burberry]. Burberry Outerwear. Instagram, photography by Danko Steiner, (2021, October 25). Retrieved from https://www.instagram.com/p/ CVcnYFyA0gH/

FUTURE DIRECTION 32. Fisher, Lauren Alexis (2019). Forget the Amazon Coat, These Moncler Puffer Gowns Are All We Want. [Photograph]. Harpers Bazaar. Retrieved from https://www. harpersbazaar.com/fashion/designers/g26472185/moncler-valentino-puffer-coat-gowns/ 33. Zeta, Pillar [@pillarzeta]. Eyewear by FakbyFak x Pillar Zeta. Instagram, (2018, September 22). Retrieved from https://www.instagram.com/p/Bn_n3yOAzzo/

15. Gold Breasts Bustier. Schiaparelli. (n.d.). [Photograph]. Schiaparelli.

Retrieved from https://www.schiaparelli.com/eshop/en/e-shop/ready-to-wear/tops/gold-breasts bustier-/p/ph21to046003s_999-t44

34. Owens, Rick (2019). Rick Owens Launches Two Stylish Pairs. [Photograph]. V Magazine. Retrieved from https://vmagazine.hk/2019/06/11/rick-owens-launches-twostylish-pairs/

16. Balmain [@balmain]. “Balmain Spring-Summer 22”. Instagram. (2021, September 28). Retrieved from https://www.instagram. com/p/CUXGUp-g6dv/

35. Cheng, Zarah (2018). Pharrell’s favorite ethical brand has launched globally (Pangaia). [Photograph]. Hypebae. Retrieved from https://hypebae.com/2018/12/ sustainable-brand-pangaia-lookbook

17. Hellerman, Jason. (2021). Chloé Zhao Wants You to See Denis Villeneuve’s ‘Dune’ in Theaters. [Photograph] Photo credit to Warner Bro. No Film School. Retrieved from https://nofilmschool.com/chloe-zhao-wants-you-see-dune-theaters

36. Kim, Mijoo (2020). Visual Escapism, Somewhere in the World. [Photograph]. Mye Studio. Retrieved from https://www.themuestudio.com/news/design-wanted-muestudios-beautiful-visual-asmr

CURATED NATURE

36. Kim, Mijoo (2020). Invitation to daydream somewhere in the world. [Photograph]. Mue Studio. Retrieved from https://www.themuestudio.com/news/design-wantedmue-studios-beautiful-visual-asmr

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ENHANCED REALITY

37. Mykita (2021). Mykita / Damir Doma. [Photograph]. Mykita. Retrieved from https://mykita.com/en/damir-doma

This presentation features materials protected by the Fair Use guidelines of Section 107 of the Copyright Act. All rights reserved to the copyright owners referenced in this section.

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18. Hadid, Zaha (n.d.). Guangzhou Infinitus Plaza [Photograph]. Photography by Liang Xue. Zaha Hadid Architects. Retrieved from https://www.zaha-hadid.com/architecture/guangzhou-infinitus-plaza/

References

ADOPTED NOSTALGIA