We all know that celebrities past and present have a tendency to become involved in fashion, beauty, fragrance and various other additional projects. Whether they are simply not content with their ‘day job’ or their creativity knows no bounds….the outcomes vary widely in their success. When it comes to the popular will.i.am, he has not only had a successful career as rapper and singer with the Black Eyed Peas but is also an actor, DJ, record producer, mentor on TV programme – The Voice, and philanthropist. He can now add to his repertoire…eyewear designer too. He has recently launched his first eyewear collection called ill.i Optics by will.i.am. Strictly speaking, he has not designed the frames himself but by a friend, George Gorrow. Will.i.am felt there was a gap in the eyewear market and has worked with his friend to attempt to fill this. His hope for the brand is that it will be an honest brand based on dedication and passion. Glasses will be in shops from September 2014 so keep your eyes peeled. A multi-channel advertising campaign will be accompanying the launch. Optical styles for men and women will be inspired from the 1980’s hip-hop scene.
We had a sneak preview of some of the frames at the recent Mido Exhibition where we had the opportunity to see some promotional materials but we look forward to seeing the frames for real on their launch!