John Richmond and his testimonials

'I'm wearing glasses because I got up at 5 this morning, but it's also to be in line with what Italians do, they wear them all the time': this was Bryan Adams' good-natured answer to a journalist's question at the Grand Hotel et de Milan press conference for the presentation of the new John Richmond eyewear line produced by Allison.

As well as being a testimonial, the Canadian rocker took the photographs for the campaign in which he is the protagonist along with another exceptional testimonial: Elisabetta Canalis. But for her it was like a 'dream' come true. She's always been a fan (and goes to the boutiques) of the British stylist and she found herself perfectly at ease in the role of protagonist in the shots for the new eyewear collection.

A friend and a devoted fan to uphold the stylist's philosophy, according to which it is very important that testimonials believe in their sponsor. Just as it is important to aim at quality which, as Saverio Moschillo, manager and partner of John Richmond, explained, Allison has been able to ensure for the production of the eyewear.

'With this collection', declared Silvio Vecellio Reane, chief executive of Allison, 'we aim to reach a young, and not so young, international public who are looking for a really different product that stands out from the crowd. Our objective is to take a large slice of the market and we believe we can compete with the noblest of brands.'

Distribution will therefore be international (46 countries worldwide) but selective. In Italy the collection will be sold in not more than 1,000-1,200 outlets. Next year it will also reach the United States.

The large, wraparound eyewear with important, very carefully made details (like the recognizable logo on the temples or front piece), can be described by the mood chosen by Richmond himself 'because it doesn't need explaining': It's only rock 'n roll.