Today’s busy society brings its own set of challenges requiring women to be tough and assertive. From the time we step out of the house to that most important brunch meeting to finally catching a taxi during peak hour – what item in today’s society represents the greatest value to feminine beauty?
The answer is simple – sunglasses. Their bold and stunning styles support the modern woman in guarding her style, grace and poise.
It is not surprising that sunnies were first used to guard the expressions of court judges in China in the 1430s. Around the late 1930s and during World War II, specialised Ray Ban Aviators were introduced for fighter pilots, to protect their eyes from glare while flying. But it wasn’t until the 1960s that the sunglass trend exploded onto the fashion scene with designers striving to create the new ‘it’ glasses for the fashion hungry public.
Research by Worth Global Style Network (WGSN) shows that in today’s world, there is a growing trend for shoppers, to prioritise self-expression over conformity to mainstream fashion fads. Shoppers want what they wear to portray their personality and beliefs, or simply how they are feeling on a particular day. Jacinta Hill, store manager in the Sunglass Hut at Queen Street Mall, says “the glasses you wear speak for themselves.” To the fashion conscious woman, they are a form of expression and communication. “They add attitude and style to complete any outfit and make a statement,” Hill adds.
Like all fashion staples, celebrities have a big impact on current sunglass trends. Michael Joseph Gross, author of Starstruck, explains that by wearing similar garments to someone whose lifestyle we want to emulate, such as celebrities, we feel as if we are closer to living out that dream ourselves.
Socialites such as David and Victoria Beckham, Kate Moss and Paris Hilton, always seem to catch the eye of the media and the consumer. Owner of Optiko Optometrist in Tattersall’s Arcade Brisbane City, Michael Makras, believes designer sunglasses are an ideal way for consumers to tap into the status attached to designer labels and what celebrities are wearing. “La Perla underwear would be a couple of grand, but the glasses, which are really hard to find, are around $300,” he says.
Ultimately according to Marshal Cohen, the chief industry analyst of retail researchers the NPD Group, “true fashionistas use glasses to make a bold statement that are beyond the benefits of being sunglasses and more into the impact they make.” From this theory, my tool of choice today is the gleaming pair of Prada SPR 75G gold framed aviators – holding both a beautiful yet lethal pose. Although these may not be an all time ‘it’ shade, my preference defies the mainstream, in hopes of expressing confidence, passion and hope for the youthful days still to come!