A quick trip at MIDO, the global platform for eyewear, brings us back to the good old brand licensing model.

Although some of the players in the luxury business are including the eyewear operations in their vertical business (Philipp Plein and Kering Group, namely) the eyewear business stands firmly on the licensing model, not only for those few big companies like Luxottica, Marcolin, Marchon, Safilo and DeRigo, but for any company in the line.

While the global designers like Dior, Fendi, Tom Ford, Dolce & Gabbana, Emilio Pucci, Karl Lagerfeld still occupy the front lines, Aston Martin, Crocs, Ines de la Fressange, Momo Design, and Blauer are some of the freshest brand extensions we saw.

Collaboration model is also growing in this market: we noticed Italian Independent with Rossignol (along with Hublot and adidas presented some seasons ago), a Lacoste Djokovic Collection limited edition, ill.i by will.i.am with AVM 1959 – with creative inputs delivered bythe artist, amongst the others.

As far as brand extension goes, Philipp Plein boldly launches a range of ski helmets with goggles, in pure Plein’s bling-bling mood, while Carrera proposes a three-folded segmentation to cater to a larger audience.

See our gallery here