Page 11 - Envision-03-2022

Cover Story

SUN SENS A T IONS

Transitions’ design philosophy stresses the importance
of meeting the diverse needs of a broad range of
consumers, including designer frames, kids’ sizes and
special prescriptions. The brand takes great pride in
its evolution over time, becoming a prominent player
in today’s optical industry. For a long time, they were
only available in the grey lens colour, followed by the
brown option, and then graphite green. They have
now expanded their offering to 12 colours, broadening
their appeal to as wide a range of consumer preferences
as possible. In 2019, Transitions launched the first
generation of Style colours and Style mirrors.
A recent study commissioned by Transitions found
Arnaud Rajchenbach, marketing manager, Transitions that since the beginning of the COVID-19 pandemic,
Optical in Canada, has noticed two key sunglasses 66 per cent of prescription eyeglass wearers said they
trends in 2022. The first is the classic shapes, which, he spend more time in front of digital screens and 22 per
says, everyone can try. He refers to them as ‘icons with cent of consumers reported spending more time outside
a twist’. “We all know the iconic frames like wayfarers in bright sunshine. As a result, eyeglass wearers are
and aviators that are on trend now and always will be. becoming increasingly aware of the important role
They often come in unexpected colours or innovative lenses play in helping to protect and preserve their
materials to reflect global streetwear trends.” eye health; 75 per cent agree that lenses should help to
protect from both ultraviolet light and harmful blue
The second trend he cites is minimalist metal in large light .
1
silhouettes. These frames combine lightweight metals
with minimal construction to draw attention to the With screen time and exposure to harsh lighting, both
wearer’s face, modern detailing and smooth curves. indoors and out, on the rise, there is an opportunity
“Both trends pair well with Transitions XTRActive for Transitions lenses to help enhance the vision
mirrors for an interesting combination that makes the experience and protect the eyes from ultraviolent rays
frames and lenses pop,” he says. and harmful blue light.
Rajchenbach notes that these trends are being reflected Speaking of trends, the global push toward eco-friendly
in the larger fashion industry. “One example is Miu products certainly hasn’t escaped the Canadian
Miu’s S/S 2022 collection that’s making headlines again. optical industry. Sustainability has become a watchword
Whereas in optical we have icons with a twist, this in industries across the board, from real estate

collection can be viewed as foundations with a twist. development to packaging material. Today’s
They took classic pieces of clothing, such as trousers, consumers are mission-driven and they make
sweaters and suits, and reimagined them in new purchases that reflect their personal values – and how

proportions to breathe fresh life into them.” they want to be perceived in the world.

/ www.ENVISIONMAGAZINE.ca / MARCH - APRIL 2022 / 9