Update: Second Season of L.A.M.B. and Gx Eyewear Debuting Late Winter/Early Spring


Photo courtesy of Tura

The upcoming collections of eyewear from L.A.M.B. and Gx are almost here and new photos from the campaign featuring Gwen are popping up in a few features.

In a new interview with People, Gwen shares that she takes pride in how Tura uses high-quality materials in the collections and have maintained an affordable price. She still gets really excited when she sees people wearing her designs.

Gwen is also on the cover of EyeCare Business magazine for January with a new interview and more from her shoot with Yu Tsai. In the article, Gwen admits that that she was feeling frustrated with herself for not designing an eyewear line until recently since it’s been something that she’s always wanted to do. She expresses that working with Tura on her two brands “has been incredible” and they’ve really clicked with her on her ideas and aesthetic. “I’ve always put out the same message in my music and in my style. And I think that’s just because it is true to what I really feel and who I am.”

She shares that even though she’s bad a blast designing alongside Tura on the collections, it’s been challenging to reign in her own ideas to cater what works for her as well as the consumer.

“Our design process starts with a general mood board. It’s really broad, like, ‘Okay, we’re going to do stuff with neons.’ Then it develops into actual shapes, and once the first samples come in we literally sit there and try on every single pair and we make adjustments.

I was literally blown away with the first collection at how [Tura] got me so good. And then the second collection got better.

But this third collection, to me, is unbelievable. I mean, if you could see my bedside table right now, it’s completely covered—I think I got 17 pairs, just for optical for myself—because I couldn’t choose!”

“Once you get that pair that really works for you, and represents your personality, it’s just really fun. I love being part of that.”

Check out a few more photos from the campaign courtesy of Tura and EyeCare Business.


Entertainment Tonight aired a quick sneak peak at the second season (and third collection) of L.A.M.B. and Gx eyewear which is expected to hit select retailers in late winter/early spring. We were treated to behind-the-scenes footage of Gwen on-set modeling pairs of frames and sunglasses from the new collections which she still seems so excited to be working on.

Gwen says that she’s in love with every pair and designed the new seasons with Tura. She expressed that she designs pieces that she would personally wear rather than follow trends. Gwen shared that she was on-set for L.A.M.B. and Gx back in early September of last year.

Find where to pick up the brands near you using the store locator on Tura.com.

Thanks to Badasss Gwen for capturing and sharing the video so quickly!

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.