Selfridges opens pop-up with Lily Cole's Wires eyewear

By

Sandra Halliday

Published
Jul 13, 2018

Selfridges has linked up with eyewear start-up Wires Glasses, the company co-founded by top model Lily Cole and designer Yair Neuman, to launch a pop-up that opens on Sunday in the retailer’s personalisation area on its lower-ground floor.

The news comes several weeks after Wires announced a round of seed funding from investment firm True Ventures and also opened its webstore.

Wires is based on an innovative concept whereby a foundational wire frame can be paired up with seven different designs of lens rims in different shapes and colours. The lens rims are interchangeable so there’s an affordability story here. Although the initial outlay for a pair off Wires specs can be as much as £270, the interchangeable lens rims are only £50.

There's a strong eco story too as the production method and concept creates minimal waste.

The concept was the brainchild of London-based designer Yair Neuman but the inclusion of Lily Cole as creative director virtually guarantees publicity for the brand. And with a number of celebrity-linked product lines having reached stratospheric sales levels in recent years, the Cole connection could mean the sky's the limit for Wires.

That potential clearly attracted True Ventures and it's undeniable that a pop-up in Selfridges is an ideal venue to reach the kind of customers the brand needs to take its sales to the next level. The store is a magnet for well-travelled, international, high-spending Millennials, all looking for something new and different.

The pop-up will be accompanied by an exclusive pair of glasses inspired by Selfridges itself and priced at £220.