Showcasing exclusive Victoria Beckham eyewear collection and ZEISS Vision Care technology

Dubai, UAE, 27 October 2019: On Thursday 24 October, Optifashion, the leading retailer of luxury and fashion eyewear in the Gulf region, celebrated the opening of its new boutique in City Centre Mirdif, with an event attended by over 100 editors, stylists, influencers and customers.


Guests were treated to a trunk show of the new Victoria Beckham eyewear collection, a brand that is exclusive to Optifashion in the UAE. Designed in-house by Victoria Beckham, and manufactured in Italy by Marchon Eyewear, the collection reflects the minimalist, refined and feminine style of the award-winning designer’s ready-to-wear collection.

Guests were also invited to create 3D avatars of their own face through the unique technology developed by Zeiss and launched in Optifashion. Through the digitalisation of the human face Zeiss can guarantee a perfect lens fitting. In addition, the importance of UV protection was stressed and through a special state-of-the-art UV camera developed also by ZEISS, existing guests’ lenses were tested.
Entertainment was provided by DJ Delia as well as local artist and fashion illustrator Hatty Pedder creating live sketches.

The store puts a luxurious signature on the optical retail industry by incorporating Italian design, organic shapes and cutting-edge display techniques. The concept redefines the optical shopping experience by merging an outstanding fashion environment with the use of unique technology to allow personalised stylist consultation as well as unmatchable medical solutions.

“When we decided to open in City Centre Mirdif we knew the challenge would be to win over the vibrant community of Emirati and long-term Dubai residents, who have are loyal customers of existing brands. Our solution was to be different and be the best in class! We are pleased to have received such a positive response to our new store opening in City Centre Mirdif. With such exquisite brands as Victoria Beckham exclusively in our portfolio and cutting-edge Zeiss technology we invite everyone to come and browse our collections with the assistance of our highly trained staff”, said Gian Paolo Biasotto, General Manager, Optifashion

Optifashion, Level 1, City Centre Mirdif
Tel: +971 43376500
Opening hours; 10:00am – 10:00pm

About Optifashion
Optifashion, an Italian manufacturer of optical frames and sunglasses established in the early 80’s, was the first in the world to understand that an eyewear is more than a medical device. It is a fashion and luxury accessory.

It was also the first in the world to secure licensing agreements with fashion houses for production as well as distribution of branded eyewear such as Missoni, Laura Biagiotti, Gianfranco Ferre’, Gucci and other top Italian fashion brands.

In the 90’s Optifashion was acquired Safilo Group which, in 2003, became the optical retail project through which Optitalia Group enhances its retail presence and identity in the Gulf region.

Dubai – The Dubai Mall, La Mer, Mall of the Emirates, Mirdif City Centre, Nakheel Mall
Qatar – Mall of Qatar, Dar Al Salam Mall, Lagoona Mall (Sunfashion) – Festival City, Festival City (Sunfashion), Tawar Mall, Mirqab Mall (Sunfashion)
KSA Al Khobar – Mall of Dhahran, Riyadh – Landmark, Riyadh Park, Dammam – Al Andalus Complex

KSA Jeddah – Al Basateen / KSA Riyadh – Al Faisaliah Tower / Qatar – Doha Mall (Sunfashion)

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