WWD has shared that Gwen has teamed up with Tura Inc. for new lines of both L.A.M.B. and Gx optical and sunglasses collections. Their article reveals that Gwen has signed a “multiyear agreement” with Tura Inc. (which is “a leading designer, marketer and distributor of high quality fashion eyewear in North America”) and she thinks that collaborating with the company “was the right fit”.
Gwen told WWD that creating an eyewear line is something that she’s “wanted to do forever.” She teases that there will be multiple collections and said it was really hard narrowing the styles down. “We went through and did the edit of the first collection and it was really hard because there were so many good [styles] â€” I literally had a sore face from trying so many glasses on.”
“I couldn’t be happier with how they turned out. They’re like little wearable pieces of pop art that are collectable. They look super modern while still being playful and fun.”
The first line is expected to debut in 2016 and will include 12 ophthalmic styles and 12 sunglasses from each brand. The lines are said to be influenced by Gwen and her extensive personal collection.
President and CEO of Tura Inc., Scott Sennett, said that his creative team and Gwen have been on the same page with Gwen from the start. “Gwenâ€™s vision was so clear and distinctive there were no surprises or delays in the process.” He also says that this will not be your average celebrity sunglasses line but an extension of Gwen herself.
Prices for the collections vary, with L.A.M.B. naturally having more of a luxurious touch. Each L.A.M.B. pair will retail $150-$250 and Gx is expected to range between $50-$175.
The L.A.M.B. collection skews more luxury, with elements of custom metal tips, slotted screw heads and pyramid studs, with prices ranging from $150 to $250, while GX is priced between $50 and $175. â€œGX is really priced accessibly, and that was the idea behind it â€” to make something that looks like something that I would wear and keep it in affordable parameters,â€ said Stefani. â€œBeing creative while in a box â€” thatâ€™s some of the best things Iâ€™ve ever done. The Harajuku [Lovers] for Target line was some of the favorite pieces Iâ€™ve done, and those were under $25. It forces you to be really creative.â€
Photo courtesy of WWD.