Gok Wan, of How to Look Good Naked fame, is launching a glasses collection into Specsavers tomorrow. Wan, a famous glasses wearer himself, is hoping to show that specs can be a key fashion accessory as well as a necessity for many people.
The official press launch is today and the range will hit Specsavers' shelves tomorrow, but Gok announced the news to his twitter followers first:
@therealgokwan Hey tweeties, wanted to tell you first my new glasses collection is launching tomorrow at Specsavers! Geek Chic is here baby! Hope u love! X
Celebrities launching products has been a bit of a craze in recent years. Actresses and singers bringing out perfumes is a firm favourite, which, unless there is in fact a bizarre correlation between the ability to perform on stage and screen and adeptness in the art of perfumery, often seems a bit random.
The retailer/celebrity collaboration has been stunningly successful though. Ranges launched by Kate Moss into TopShop and Lily Allen into New Look, for instance, have done extremely well.
When Topshop launched the Kate Moss range in 2007, online traffic grew from its usual 1.5 million page views per day to a whopping five million. Such collaborations are fuelled by a link between the celebrity and the product, so it's not just a company trying to piggyback on a celeb's popularity; both Moss and Allen have been major influencers in the fashion world. Indeed, Allen is now devoting her time to her new clothing venture, Lucy in Disguise. (Read our exclusive interview with Lily Allen here.)
In this case, the launch fits with what Wan, a professional stylist, is known and loved for, which will no doubt make it a shrewd business move both for him and Specsavers. (Watch our exclusive interview with Specsavers founder, Dame Mary Perkins, here.)
We look forward to seeing the results...