Italian designer house Gucci launched a new collection of eyewear for the younger generation called Gucci Eyeweb. The new sunglasses collection is designed by Creative Director Frida Giannini and is showcased on an innovative mini-site called

With Gucci Eyeweb, the company combines quality with iconic styles that are created for a younger audience both in terms of design and price. The range is produced under license by Safilo and consists of two models, in six different colours and three more models will be launched in early spring.

It is a first for Gucci to extend in youth-oriented styles. To support the introduction of the new collection, Gucci launched an interactive campaign that includes the debut of a micro-site. The site is especially set up for social web-users, who frequently share photos and party experiences online.

“I designed these sunglasses and the accompanying social networking site with today’s digital generation in mind. I hope that they will both enjoy wearing them and ‘reflecting and connecting’ their own creativity with their friends around the world,” said Frida Giannini.

One of the main features of the site is a 3D image of the sunglasses, which rotates through 90 degrees and reflects images in the lenses. Users can share the images with friends as well as upload images, which will flow over the 3D eyewear lenses as in a real life reflection. All images will be time-stamped, geo-located and placed on a timeline through which users and friends can save and track memorable moments.

The Eyeweb sunglasses retail for 135 GBP and will be available at Gucci stores worldwide, online boutique and at selected retail distribution global networks.

Image: Gucci Web

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