Marie Claire and Safilo Partner Again for #GETFRAMED


NEW YORK and PADOVA, Italy—Marie Claire magazine and Safilo Group (SFLG.MI) are once again partnering on this year’s installment of #GETFRAMED, a sunglass-themed editorial platform in the magazine’s May 2017 issue.

The section of dedicated native editorial content features many pages of eyewear fashion inspiration and shopping information. The pages include examples from Safilo’s portfolio of brands, including Celine, Max Mara, Elie Saab, Polaroid, Givenchy, Marc Jacobs, Kate Spade New York, Carrera, Jimmy Choo, Fendi, Dior, Juicy Couture, Bobbi Brown, Fossil, Dior Homme and Tommy Hilfiger. The issue also includes a full page story about artist Shantell Martin who has collaborated with Max Mara on limited edition sunglasses.

The issue includes full page ads featuring many of these same brands. Other non-Safilo competitors have advertising in the issue as well, including, Ralph Lauren, Dolce & Gabbana, Louis Vuitton, Miu Miu, Gucci, Roberto Cavalli and Vera Bradley.

The #GETFRAMED platform was inspired by the success of Marie Claire’s #SHOESFIRST, a month-long celebration of shoes that started in 2013 and stemmed from Creative Director Nina Garcia’s “shoes first” approach to outfit planning.

“Now in its second year, Marie Claire’s multi-platform movement #GETFRAMED inspires women to invest in a wardrobe of eyewear—sunglasses and optical—positioning them as the ultimate personal style statement,” said Nancy Berger, VP/Publisher of Marie Claire magazine. “We believe in the eyewear category, dedicating the most editorial pages to this topic, and amplify our support across all of our platforms. Since the launch of #GETFRAMED, we’ve seen great traction with our consumer and sweeping success in the marketplace, which underscores the power of this platform.”

Stated Luisa Delgado, Safilo Group’s CEO, “We are proud to anniversary our Marie Claire partnership with the second edition of the #GETFRAMED sunglass-themed editorial platform. Here we want to continue positioning the sunglasses category in the consumer’s stream of consciousness in an innovative way—through highly stylized dedicated native editorial content. We admire the true passion and enthusiasm of Marie Claire’s editors for a meaningful 360-degree approach that remains true to their authenticity and independence. We soon plan to expand the program to also include prescription eyewear. We are intent on changing the traditional perception that optical frames are functionally driven medical devices.”

She added, “Safilo was the first from the industry to partner with Marie Claire last year in this ground-breaking way—we created a disruptive approach for our industry and thought leadership beyond. We are proud to have pioneered this beyond the traditional methods. Safilo's DNA is about innovation--design, craftsmanship and go-to-market strategies.”