GlassesUSA.com just announced a new partnership with Hilary Duff. Known mostly for her work in acting, Duff will be helping to design a new line of 80 frame styles aimed at empowering women.
The new collection is set to debut exclusively through the brand's online site. The collection, called 'Muse x Hilary Duff' retails for approximately 100 dollars per pair. With a direct-to-consumer model, the line was inspired by strong, empowered women with over 23 styles in various shapes and colors. "When you are comfortable in your own skin and proud of who you are, you can focus on what's important in your life – family, friends, career, health," Duff said in a statement. "This collection is just about that. Every single aspect of it – from the packaging, small personal message to my fans, the co-designed frames, and the names that were inspired by strong influential women – is a part of who I am and how I want to connect with and inspire women. These elements were created to make them feel special, unique and accepted."
The line includes sunglasses as well as prescription styles. The website also allows for customers to upload a photo of themselves on the site first to use an augmented reality tool to test out their frames before purchasing. The collection will be sold only through GlassesUSA.com and will not be available through brick-and-mortar. "Through this partnership we are not only hoping to impact the way consumers purchase eyewear, but also change their perception of glasses from a necessity to an accessory," Daniel Rothman, chief executive officer of GlassesUSA.com, said in a press release.