Giorgio Locatelli is named brand ambassador for 2020 optical collections
World famous Michelin star chef, Giorgio Locatelli has been announced as the new face of SAFILO in 2020.The agreement will see the chef endorse a range of glasses styles, featured in a new photographic series and highlighting parallels between the ‘savoir-faire’ of creating Italian cuisine and the artisan focus of the new SAFILO frame designs. “The greatest attention to detail, the constant quest for excellence aimed at offering products of impeccable quality in every aspect, skillful craftsmanship, the ability to create true works of art and the constant search for new materials and innovative combinations of the highest quality,” these are the features that SAFILO highlights in the collaboration with the chef/patron of Locanda Locatelli in London.
The latest glasses in the SAFILO collection are named after the traditional tools and techniques involved in the production of the frames, with reference to their ‘Made in Italy’ quality. Combining artisan skills with advanced technology to create timeless yet contemporary products, the new optical frames are described by the company as featuring techno-aesthetic features, offering both comfort and a distinctive design.
“I appreciate SAFILO eyewear collection and share its key values, such as the great attention to the details, the use of materials of exceptional quality and the excellence of the product: these are the same pillars that are fundamental also in my job which, in the same way, is the result of passion, discipline, and expertise”– says Chef Giorgio Locatelli.
“My favourite SAFILO styles are those with rounded shapes in crystal or clear havana acetate, of which I love the feeling of lightness and a comfort of vision, with their transparent frame around my eyes. Alternatively, I wear the titanium glasses, with their contemporary and lightweight design, which are comfortable and stylish at the same time.”
SAFILO will show at MIDO in Pavilion 1, Stand N24 T29.
