Nerds of the world, rejoice. Eyewear is having its moment in the fashion spotlight, drawing in consumers who want to express themselves just as much as they need vision support. On the runways, this shift started with Miu Miu’s Spring/Summer 2024 collection, which featured glasses, and then spread into TikTok micro-trends like office sirens, Bayonetta glasses, and “teacher slay.” From Jacquemus’s steel-framed beach boys in SS27 to Ice Spice wearing Ray-Ban Meta lenses, eyewear has become a staple in high fashion and pop culture.

From a business standpoint, the eyewear market is fiercely competitive. Brands fighting for market share have stepped up their game with product innovation, positioning, and global presence. In 2025, luxury eyewear—including sunglasses and prescription glasses—showed strong growth, rising an estimated 2% to 4% at current exchange rates to around €17 billion, according to Bain & Co.

Since 2023, eyewear has been an exception to the broader slowdown in luxury goods, helping drive growth in the personal luxury market alongside only a few other categories. “This puts eyewear in a truly privileged position: it’s resilient, growing, and structurally aligned with where consumer spending is heading,” says Federica Levato, senior partner at Bain & Co. “In a market marked by polarization and pressure on aspirational demand, eyewear remains one of the few categories where the fundamentals are still working in its favor.”

The future looks bright across different price points. Euromonitor forecasts that the global eyewear industry—including contact lenses, spectacles, and sunglasses—will be worth $171 billion in 2026, up 4% in current terms. Key drivers include an aging population, a growing number of people with nearsightedness and farsightedness, and the boom in smart eyewear. Euromonitor predicts a 48% compound annual growth rate (CAGR) for smart eyewear through 2030. Meanwhile, a new crossover with beauty—where eyewear becomes part of daily routines—opens up fresh opportunities for growth.

Eyewear’s adoption by fashion-forward consumers has helped boost a thriving market.
Photo: XNY/Star Max/GC Images. Courtesy of Getty.

Winning consumer trust is critical in the eyewear sector. “Consumers want seamless omnichannel experiences—discovering products on social media, trying them on virtually, and building confidence in stores,” says Natasha Cazin, Euromonitor’s global insights manager for eyewear. “For premium segments, value is less about price and more about trust and showing up in the right way at the right time.” Tariff volatility has been an issue, especially for brands and manufacturers that rely too heavily on China, while regulations continue to slow progress on smart glasses due to EU delays around AI compliance, Cazin adds.

Capitalizing on cool
The fashion-ification of eyewear has been a welcome boost for the category. “The eyewear market has grown in popularity because it’s now seen as the finishing touch to an outfit,” says Ana Correa, an accessories strategist at trend forecaster WGSN. “For the optical category, prescription glasses are still preferred over contact lenses, since you can now own several frames in different colors, finishes, and shapes that can be styled in various ways.”

“I believe eyewear sits at a unique intersection of fashion, luxury, and healthcare,” says Marco D’Acunzo, North America eyewear president at manufacturer Marcolin.
Photo: Courtesy of Marcolin.

She highlights a consumer-driven surge in statement designs that balance bold aesthetics with everyday, long-lasting wearability. Oversized and slim frames are performing well in retail, street style, and on the runways. Gen Z, Correa adds, leans toward ’90s and 2000s styles—metal and thin acetate frames—while millennials and older consumers embrace oversized, retro ovals, and square shapes.

Manufacturers and distributors understand eyewear’s special place in the market. “I believe eyewear sits at a unique intersection of fashion, luxury, and healthcare,” says Marco D’Acunzo, North America eyewearThe president of eyewear manufacturer Marcolin says, “The product has two sides. One is about looks, design, luxury, and fashion. The other is more medical.” Marcolin holds the perpetual license for Tom Ford eyewear — a major achievement for the company.

Photo: Courtesy of Marcolin.

Marcolin, founded in Italy in the 1960s, was bought by California-based VSP Vision last December. A key part of its business is the perpetual license for Tom Ford eyewear. “We only distribute Tom Ford in places that properly represent its image and values,” D’Acunzo explains. “Of course, we always work closely with the fashion house to stay on top of consumer trends and design changes.” Lara Marogna, Marcolin’s group style and product development director, works with Tom Ford creative director Haider Ackermann to keep the eyewear and fashion elements closely connected.

Personalization matters

Digital momentum in eyewear has grown, but it hasn’t replaced the in-person experience.

Photo: Daniel Zuchnik. Courtesy of Getty Images.

How do you stand out? “People don’t just own one pair of glasses anymore; they build a wardrobe,” says Lex van de Vliet, CEO of Amsterdam-based brand Ace & Tate, launched in 2013. “But many brands have entered the market since we started, so consumers now have endless choices. These aren’t just optical brands, so standing out is harder.” For van de Vliet, keeping customers is key. Ace & Tate offers “consistent quality and personal attention,” with in-store customization that lets shoppers mix colored lenses with their favorite frames. The brand also focuses on its optical expertise and eye care services.

Brand experience is central to Jimmy Fairly’s value. “When you need a prescription, you usually need an expert and advice, because it’s medical equipment,” says Daphnée Duchatel, CMO of the Parisian brand. “It’s something you put on your face that you need to try.” The brand has invested in direct-to-consumer (DTC) stores and online tools, including a virtual try-on. Jimmy Fairly now has over 170 stores in nine countries, and e-commerce helps drive foot traffic, even though it makes up a small share of sales.

With more competitors in the market, Ace & Tate focused on customer retention strategies. Pictured: Lex van de Vliet, CEO.

Photo: Courtesy of Ace & Tate.

Euromonitor research found that 74% of e-commerce eyewear purchases are completed on mobile, with customers starting their journeys on Instagram, TikTok, and Snapchat. These digital developments — creator reviews, styling content, and online consultations — have grown, but they haven’t weakened the power of physical stores. Instead, they’ve raised the bar for DTC outlets, wholesale retailers, and opticians. “Because glasses are so personal and technical, the real role of digital is to reassure,” says Bia Bezamat, cultural insights expert at Kantar. “It needs to move from ‘that looks good on someone else’ to ‘I trust this will work on me’.”

Breaking into new markets

The two giants of the eyewear industry, EssilorLuxottica and Safilo Group, both compete with and work alongside luxury brands. In recent years, a trend has emerged where luxury brands bring their eyewear design and manufacturing in-house. In 2016, Safilo lost the license for Kering’s Gucci. Celine followed in 2018, then Dior in 2020, with both LVMH brands switching to Thélios, the eyewear maker fully owned by LVMH since 2021.

“Rather than seeing this as just a challenge, Safilo viewed it as a chance to reshape its strategy and strengthen its competitive position,” says Safilo CFO Michele Melotti. “We diversified and rebalanced our portfolio, strengthened our position in prescription and sports eyewear, and reinforced our presence in the premium contemporary segment.”

In the first quarter of this year, Safilo Group’s net sales reached €272.9 million, up 0.4% at constant exchange rates.Exchange rates. This follows a 1.8% growth at constant exchange rates for 2025. The company’s expansion in prescription frames and strong demand across major regions drove organic growth. EssilorLuxottica’s first-quarter sales jumped 11% year-on-year to €7.13 billion, fueled by robust demand in North America and for AI-enhanced frames from Ray-Ban and Oakley.

Another sign of a shifting market: Marcolin, previously owned by private equity firm PAI Partners, was acquired by VSP Vision in late 2025. D’Acunzo of Marcolin says VSP Vision’s strength as a vision insurance specialist presents a “big opportunity.” VSP Vision’s eyewear brand portfolio, which already includes Nike, Lacoste, and Calvin Klein through its Marchon Eyewear subsidiary, now also features Tom Ford, Zegna, Max Mara, and others—a formidable lineup.

Ace & Tate and other smaller players in the sector are pursuing international expansion to gain market share.
Photo: Courtesy of Ace & Tate.

Mergers and acquisitions are also important for smaller businesses. Ace & Tate acquired Spanish eyewear brand Project Lobster in February this year, strengthening its presence in Spain, a key market in its European strategy. Meanwhile, Jimmy Fairly is eyeing the U.S. market. Duchatel notes that its stores in Paris and London attract many American customers, which led the brand to open a New York store in December 2025. “New York is an amazing success,” she says. “It’s actually the number one store in the network every week.”

Frequently Asked Questions
Here is a list of FAQs about whether brands should invest in luxury eyewear written in a natural tone with clear direct answers

BeginnerLevel Questions

1 What exactly counts as luxury eyewear
Luxury eyewear includes highend sunglasses and prescription glasses from designer brands or specialist heritage houses They are defined by premium materials superior craftsmanship and a high price point

2 Why would a brand that doesnt make glasses get into luxury eyewear
Its a smart licensing move Brands like Dior or Chanel dont own factories they license their name to specialist eyewear companies This lets them enter a highmargin market with zero manufacturing risk while extending their brand into a daily accessory that gets seen constantly

3 Is the luxury eyewear market actually profitable
Yes very The profit margins on a pair of luxury sunglasses can be 7080 or more The manufacturing cost is low compared to the retail price and people replace or buy multiple pairs as fashion items not just necessities

4 Do people really buy expensive glasses just for the logo
Not just for the logo but the status and identity it represents A customer buys the feeling of luxury the design and the perceived quality The logo is a signal of that but the frames style and fit are what close the sale

5 Whats the difference between investing in sunglasses vs prescription frames
Sunglasses are a pure fashion impulse buygreat for brand visibility Prescription frames are a higherstakes investment because people wear them every day making quality and comfort crucial Prescription also creates customer loyalty

IntermediateLevel Questions

6 Can a nonfashion brand succeed in luxury eyewear
Yes but only if the brand has strong visual DNA Porsche Design and Ferrari have done it well because their eyewear reflects their design language A tech brand would need a very clear iconic aesthetic to compete

7 Whats the biggest risk of investing in this category
Counterfeiting and brand dilution Cheap knockoffs