L.A.M.B. and Gx Collaborating with Tura For New Eyewear Collections

Styles from the L.A.M.B. by Gwen Stefani eyewear collection fr

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] — 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. “Gwen’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. “GX is really priced accessibly, and that was the idea behind it — to make something that looks like something that I would wear and keep it in affordable parameters,” said Stefani. “Being creative while in a box — that’s some of the best things I’ve ever done. The Harajuku [Lovers] for Target line was some of the favorite pieces I’ve done, and those were under $25. It forces you to be really creative.”

Photo courtesy of WWD.

7 Replies to “L.A.M.B. and Gx Collaborating with Tura For New Eyewear Collections”

  1. So what ended up happening with Gwens feature on Marshalls song? Did it continue to chart?? Last I knew it made it to #30-something? I haven’t heard it on the radio, has anyone else?

  2. Yay! I’ve been asking myself “Why in the hell is Gwen not making her own eyewear?” Glad to see her do this I’ll probably pick up a couple. Now lets talk about how her brand L.A.M.B it is in a transition period. I read in Vogue that Gwens clothing line L.A.M.B has decided to make the brand more affordable. I found it weird that her site Shoplamb.com has hardly any clothing on it, summer line was not even on the site, I knew something was up. I’m super excited because I only purchase L.A.M.B on sale because it is too expensive for what you’re getting but the brand is good quality. I hope that this decision won’t compromise the quality of the brand and open up the market in Canada where I live 🙂

  3. Does anyone know where and exactly when you can buy these glasses? I tried to buy a pair of GX eyeglasses on Best Buy Glasses.com but my order was canceled since they weren’t available yet (even thought the website was selling them). Hoping that either L.A.M.B or GX ones are available to buy somewhere soon. Thanks!!!

    1. Laura, Tura Inc. shared that both L.A.M.B. and Gx styles will be available starting January 11. I hope they will hit LensCrafters — I’m due for some new ones in February!

    2. Laura I just brought a pair of Gwen Fleisch sunglasses. In Gloucester Massachusetts. I can not find them on line wanted to show my loving hubby.and some of my Friend’s. I wish I had taken a picture of them.Oh My. But I will have soon enough. And they have purple lenses and bifocal. They are crean color and gold metallic on the front and they are from L.A.M.B. collection. If you search you will find and you. Will be happy. Do not compromise unless you are happy with them.I wish you all the best. In your searching.

  4. Wow I notice that Gwen Fleisch eye glasses are little pricey. But I also notice her prices are not as bad. When I brought mine at the place in Gloucester Massachusetts wow they jack up the prices. Wow. I get them today Friday.I trust you all will be happy with your knew glasses where ever you get them. Maybe on line and then you will save. Lots of a capital. And everyone loves to save capital. And everyone loves a bargain. Thank You Father God. I Aways take time to thank God for His Blessings He gives to us all. Search and you shall find. May all your dreams desires of your heart comes true. Just for you.

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