The roar of Lozza eyewear for Maserati
Two historic brands in two very different fields form an innovative partnership in the name of Italian style.
Soon after the launch of the new Special Edition of Lozza sunglasses for Maserati, Eyesway asked Barbara De Rigo, manager of De Rigo Vision’s house brands, a few questions to find out more about this new partnership. The collaboration has led to a sophisticated, elegant and technological accessory with refined design that combines the tradition, elegance and Italian character of the two brands, the jewels in the crown of Italian style.
Lozza, De Rigo’s important house brand, is known throughout the world for its most successful model: Zilo. Apropos of this new limited edition created in collaboration with Maserati and the expectations for the initiative, Barbara De Rigo said: “The Lozza Zilo partnership with Maserati for this Limited Edition is something absolutely new in our world: we wanted to link the authoritativeness of Lozza, the historic Italian eyewear brand, with the Italian elegance and tradition of a car, the Maserati. In two such different worlds it’s not easy to find two brands with values that are so similar and therefore this partnership puts both brands on the same level.
Ms De Rigo continued by showing us some of the eyewear’s technical details, the materials, lenses and characteristics chosen for this model: “Zilo is the jewel in the Lozza crown and its exclusive construction combines the warmth of acetate with metal core technology: a combination that means the plastic can be of minimum thickness while the frame maintains its strength and flexibility. It has been embellished with aesthetic details like air vents and the Maserati trident. Maximum attention has also been given to vision comfort through the choice of Barberini High Performance crystal lenses. The model is made in a traditional version in crystal acetate, with a black top that reveals the core, and in a metal version in Maserati blue with high-relief in palladium.
This Special Edition seems to be dedicated to an exclusively male public. What segment of customers do you think it will target? “In effect, this masculine eyewear has a fairly transversal target in terms of age because a very up-to-date model has the qualitative and aesthetic pluses that make it attractive also to the most demanding consumers. Maximum attention to product packaging also makes this eyewear a splendid gift for an important occasion”.
Do you expect this model to be successful mainly in Italy or also abroad? Why? “Italy will certainly be the jewel in this project’s crown, but many foreign markets have also shown excellent interest in these models; primarily Russia and the Middle East, where Maserati has the utmost prestige and the product’s intrinsic value is recognized as being very high”.
When asked where this new eyewear is soon to be available, Barbara De Rigo said that “The very first Lozza for Maserati are already on sale at the recently opened S&V store in San Babila and subsequently they will be sold at 200 selected outlets throughout Italy”. She continued by saying that “its big debut on the international scene will take place at MIDO and we are sure that it will exceed all our expectations”.
The last question was about the idea of choosing a testimonial for this line. Without hesitation she replied: “The real testimonial of this project is Maserati; in this case, it is Maserati that makes the powerful statement: "Lozza, what else??"
