MYKITA Spring 2009
News in Brief:
- Two nylor classics for collection “M”: LAUREN and MALCOLM
- ANNA and ANTON: Voluminous appeal for “Decades”
- FLASH Collection: Colaboration with german fashion designer
Bernhard Willhelm
MYKITA’s Image pieces
In 2009 the trend for retro eyewear shapes still is present everywhere. But this is not the only
reason for us to offer six new styles of this cathegory in different segments of the collection.
There are various points that stand for the attraction of this kind of product. Such as:
- a strong impact in the face
- a clear distinction between feminine and masculine shapes
- a small lens diameter – ideal for mounting strong prescription.
Regarding the shapes, the new retro styles LAUREN and MALCOLM and ANNA and ANTON
form our strongest novelties within collection no. 1. Models BERNHARD and BARNEY, are
two successful shapes taken out of collection no. 2 (WALTER and OTTO), beeing translated
into the flat metal look of collection no. 1.
In collection no. 2, strongest image pieces remain models INGRID and HERBIE, followed by
WALTER, OTTO, and CURT and new released model NICO, (similar to Curt model, but smaller
in size), as well as two fashionable sunglasses named CHLOE and MARC.
In order to renew the look of our acetate collection, the new releases, as well as all best selling
shapes are executed in three exciting new colours, named: AQUAMARIN, SMOKE and
HONEY.
All styles mentioned above, form MYKITA’s statement of todays eyewear fashion and therefore
have been selected for our next POS campaign and press releases. The images for
MYKITA’s next look book have been produced by New York based star-photographer Marc
Brothwick, renown for various international fashion campaigns.
MYKITA and Bernhard Willhelm
In December 2008, a collaboration with german fashion designer Bernhard Willhelm started.
Bernhard Wilhelm achieved his qualifications at the “Academie Royale d’Anvers”, one of the
most renown places for the education in fashion design. Before founding his own fashion
brand, he used to be the assistant of Walter Van Beirendonck, Alexander Mc Queen, Vivienne
Westwood and Dirk Bikkembergs. His outstanding language is dedicated to to a fan-clientele
way apart from the mass market – always containing subtle, ironic elements. For his current
men’s autumn / winter collection, related to ski outfits from the 70’s, MYKITA deliverd the
designs of three aviator styles: FRANZ, SEPP and Flash model LUKE.
For his comming women’s spring/summer collection, inspired by the summer of love 1967,
MYKITA designed the frames USHI (square) and JANIS (round). Available in gold or silver
plated, with gradient or mirrored lenses.
Glasses for the masses
In Collection no. 1, refined best-sellers have been added: Models NIGEL and JARED can be
regarded as average-basic-items, who will replace styles like PATRICK and RYAN, that will
leave the collection this MIDO. JENNY and FILIPPA, two basic feminine shapes join Col.
no.1, as well as BATTISTA and GIOVANNI, two masculine shapes in a futuristic look, whereas
BATTISTA is a facelift of award-winning model ERIC.
Having the great success of model FERDINAND in mind, a new big-size prescription style
joins Col. no.1: ALBERT model, a sporty image for wide faces. And because of the beautiful
dynamic lines of this shape, it also exists in a moderate size for average faces, called
ARCHIBALD.
Col. 1 Sun-glasses news
Having made a lot of fashion statements in the sunglasses sector in the past, we now come
back to easier selling shapes: BRAD and LINDA, are redesigns of the two MYKTA classics
BRUCE and HANNA. In the new execution, both models lack of a double bridge, have a bigger
outline and are slightly wider than the original models. Three chracteristics for better
sales. MAJA is a typical unisex “square-but-round” shape, whereas TREVOR serves a classic
masculine “cool” look.
ACETATE rx:
Basic shapes for women come, in order to compensate the lack of ROMY and BRIGITTE.
CHIARA can be regarded as similar to model BRIGITTE, although it is even closer to the basic
“ribbon”-style that is very common in the family of classic feminine looks, mostly worn by our
40+ clientele. ISABEL, made for small faces, is alike to model MARIE from collection no. 1 – a
most basic feminine style. Surprise piece of this season will be NICO, a “nerd” style for him
and her – a smaller execution of model CURT.
ACETATE Sun:
MARC is the new GUY. As everybody has been sad about the disappereance of model GUY,
we now can welcome MARC, who’s design has been refined by a surrounding facette, as
well as a slightly deeper lens – in other words: The cooler GUY, especially in the “smoke” execution.
CHLOE is annother oversize aviator shape for him and her. A flashy piece of fashion
eyewear for the cosmopolitan consumer.
Concorde:
Because of the stagnation of orders in this collection, we decided in not expanding it this
season.
MYKITA GmbH, Brunnenstrasse 153, 10115 Berlin
MODEL OVERVIEW | MYKITA & B. WILHELM
valid from: 01.03.09 | page 1
MYKITA & Bernhard Willhelm
FRANZ
Collaboration styles for Collection No.1:
FRANZ | LUKE | SEPP | JANIS | USCHI
MYKITA & Bernhard Willhelm Limited Edition AW
2009
The Call of the Alps
In December 2008, a collaboration with german fashion
designer Bernhard Willhelm started. Bernhard
Wilhelm achieved his qualifications at the “Academie
Royale d’Anvers”, one of the most renown places for
fashion studies. Before founding his own brand, he
used to work as an assistant of Walter Van Beirendonck,
Alexander Mc Queen, Vivienne Westwood
and Dirk Bikkembergs. His outstanding language is
dedicated to a fan-clientele way apart from the mass
market – always containing subtle, ironic elements.
For his current men’s autumn / winter collection, related
to ski outfits from the 70’s, MYKITA deliverd the
designs of three aviator styles: FRANZ, SEPP and
Flash model LUKE.
The FRANZ model was inspired by and named after
legendary downhill champion Franz Klammer. The expansive
but spartan design is a conscious reference
to the inadequacies of past manufacturing methods.
SEPP is a drop-shaped frame featuring a rather rugged-
looking parallel bridge. Its styling harks back to
the rudimentary industrial frame-punching techniques
of the 1970s. Last but not least, LUKE is the oversize
version of MYKITA’s best-selling model – a sophisticated
frame with timeless appeal. The models with a
blue finish are combined with mirrored blue lenses,
while the white frames come with positively dazzling
red mirror lenses. The real head-turner is the all-gold
variety, with lenses and frames together resulting in a
glistering nugget-like effect out on the piste. All three
frames are contrasted with silver hinges.
For his comming women’s spring/summer collection,
Bernhard Willhelm is inspired by 1967’s summer of
love. MYKITA designed the frames USHI (square) and
JANIS (round), iconic accessoires of the hippie generation.
Both types are available in gold or silver plated,
with gradient or mirrored lenses. For this limited
edition, an extra temple has been designed, inspired
by the flowery forms of the art-nouveau movement of
the beginning of the 20th century. A protective layer
covers the temple tips, like executed on our classic
models HARVEY, EDWARD and HENRY.
NEW!
OPTI 09
LUKE
SEPP
NEW!
OPTI 09
JANIS
NEW!
MIDO 09
USCHI
NEW!
MIDO 09
MYKITA GmbH, Brunnenstrasse 153, 10115 Berlin
MODEL OVERVIEW | Collection No 1 NEWS
valid from: 01.03.09 | page 4
Collection No.1 NEWS
NEW!
MIDO 09
BERNHARD
New styles for Collection No.1:
BERNHARD | BARNEY
Everybody has been quite astonished, when it turned
out, that acetate model OTTO topped the sales of our
best selling metal models. “Give to the people what
they want”, has been the order of that day. The result
is BARNEY. As WALTER also did very well within collection
no. 2, we decided to do the same as we did
with OTTO, and translated also this model into our
flat-metal concept.
Regarding the design, both styles represent a softer,
less nerdy look of the actual retro-trend, which explains
the success of this shape.
BATTISTA | GIOVANNi
Heading this season’s cast are BATTISTA and GIOVANNI,
named in honour of two luminaries of Italian
car design: Giovanni Bertone and Battista Pininfarina.
The sharp corners of the GIOVANNI model are a tribute
to Bertone’s signature styling features in the late
1970s and early 1980s. BATTISTA, on the other hand,
references the futuristic designs conjured up by Pininfarina
in the 1970s. The flat, elongated shape of
the lenses and the extremely low positioning of the
hinges give the wearer the aura of somebody who
already knows today what technical wizardry we can
expect tomorrow. BATTISTA is a redesign of award
winning model ERIC. Both models are available in a
choice of graphite, pearl or blackberry finishes
ALBERT | ARCHIBALD
Sporty elegance meets FERDINAND: Having the
great success of model FERDINAND in mind, a new
big-size prescription style joins Col. no.1: ALBERT
model, gives a sporty look to wide faces. And because
of the beautiful dynamic lines of this shape,
it also exists in a moderate size for average sized
faces, called ARCHIBALD. Coatings are: blackberry,
graphite and pearl.
NEW!
MIDO 09
BARNEY
NEW!
MIDO 09
BATTISTA
GIOVANNI
NEW!
MIDO 09
ALBERT
NEW!
MIDO 09
NEW!
MIDO 09
ARCHIBALD
MYKITA GmbH, Brunnenstrasse 153, 10115 Berlin
MODEL OVERVIEW | COLLECTION NO 1 NEWS
valid from: 01.03.09 | page 5
Collection No.1 NEWS
New styles for Collection No.1:
FILIPPA | JENNY
JENNY and FILIPPA, two low-key shapes, small in
size, are dedicated to those women, who don’t want
to stand out of the mass. Both shapes have a swinging
top-line that is following the eyebrows, whereas
FILIPPA represents the softer shape of the couple.
Both styles are available in brown, blackberry and
graphite.
JARED | NIGEL
Refined best-sellers: Models NIGEL and JARED can
be regarded as average-basic-items, who will replace
styles like PATRICK and RYAN, that will leave the collection
this MIDO. Available in brown, blackberry,
pearl and graphite.
FILIPPA
NEW!
MIDO 09
JENNY
NEW!
MIDO 09
NEW!
MIDO 09
NIGEL
NEW!
MIDO 09
JARED
MYKITA GmbH, Brunnenstrasse 153, 10115 Berlin
MODEL OVERVIEW | Coll. No 1 DECADES NEWS
valid from: 01.03.09 | page 6
Collection No.1 DECADES NEWS
ANNA
NEW!
MIDO 09
Two new styles for Collection No.1 DECADES:
ANNA | ANTON
The beauty of vintage designs of the 1950s and
1960s, is the great variety of styles that are dedicated
to women. The definition of femininity in this period
of time has a different connotation than in 2008. Today,
in questions of style, the sexes are way closer,
tending to unisex, which in general means: masculine.
With ANNA and model LAUREN from the “M”
collection, we bring back a new femininity into the
world of eywear.
ANNA model, is one of those beautiful pappillon
shapes based on an actetate model of the 1950s.
A heavy outline, combined with large arcs that follow
the lines of the eyebrows, makes it fit to the face like
a jigsaw piece.
Primarily dedicated to men, the bulky, slightly triangular
shape of ANTON, makes it also attractive for women,
who are looking for a strong self-expression.
Both styles gain new life through the translation into
the light-weight flat-metal concept of MYKITA’s collection
no. 1. “Heavy look – comfy fit”.
A highlight on top: Four interesting colours, off-white,
coalgrey, concrete and chocolate make these styles
the must-have items of this season.
NEW!
MIDO 09
ANTON
MYKITA GmbH, Brunnenstrasse 153, 10115 Berlin
MODEL OVERVIEW | Col. No 1 M NEWS
valid from: 01.03.09 | page 7
Collection No.1 M NEWS
LAUREN
NEW!
MIDO 09
Two new styles for Collection No.1 M:
LAUREN | MALCOLM
”M” (formerly known as “Metropolitan”) is MYKITA’s
range for the modern urbanite.
MALCOLM and LAUREN – an unlikely pairing of
Malcolm X and the incomparable Hollywood legend
Lauren Bacall, are the most expressive shapes within
Collection no. 1 this season.
The design of both models cites a typical 1950s style
defined by what was at the time an epoch-making
innovation: the invention of the nylor frame. A new,
lighter look was thus born that marked a clear departure
from the traditional full-frame design.
LAUREN and MALCOM are elegant browline-style
models, manifested here in MYKITA’s flat-metal concept.
They are distinguished by the reduction of the
lower part of the metal frame to wire-like dimensions
that disappear out of sight in the lense groove. These
are ”pseudo-nylor” frames with a retro-style curved
upper line. The filigran appearance of this kind of
style, in combination with the bi-colour laquer, makes
it a precious piece of jewellery for the face.
Both models are available in a choice of coalgrey &
silver and off-white & silver colour combinations.
The off-white silver combination (this colour also is in
use in the 2nd edition of the FLASH collection), also
can be ordered with brown-gradient lenses. An extra
lens will be packed in the vending tray, that can be
positioned in front frame, in order to give an impression
to the costumer.
NEW!
MIDO 09
MALCOLM
MYKITA GmbH, Brunnenstrasse 153, 10115 Berlin
MODEL OVERVIEW | Coll. No 1 SUN NEWS
valid from: 01.03.09 | page 8
Collection No.1 SUN NEWS
NEW!
MIDO 09
BRAD
New styles for Collection No.1 SUN:
BRAD | LINDA | MAJA | TREVOR
Having made a lot of fashion statements in the sunglasses
sector in the past, we now come back to
easier selling shapes.
BRAD and LINDA, are redesigns of the two MYKITA
classics BRUCE and HANNA. In the new execution,
both models lack of a double bridge, have a bigger
outline and are slightly wider than the original. Three
chracteristics for better sales.
LINDA has a feminine look, but easily can be worn by
man, whereas BRAD is an explicit masculine style.
MAJA is a typical unisex “square-but-round” shape,
reminiscent of model LEONA, one of MYKITAS’s first
sunglasses. The shape is more pleasent than the
shape of its ancestor, because of the edges beeing
softened and a general reduction in size.
TREVOR expresses a classic masculine “cool” look,
and can be regarded as familiar with styles like CHRIS,
but more agressive due to slight triangular shape.
NEW!
MIDO 09
LINDA
NEW!
MIDO 09
MAJA
NEW!
MIDO 09
TREVOR
MYKITA GmbH, Brunnenstrasse 153, 10115 Berlin
MODEL OVERVIEW | Coll. No 2 / SUN NEWS
New styles for Collection No.2:
CHIARA | ISABEL | NICO
Basic shapes for women come, in order to compensate
the lack of ROMY and BRIGITTE. CHIARA can
be regarded as similar to model BRIGITTE, although
it is even closer to the basic “ribbon”-style that is
very common in the family of classic feminine looks,
mostly worn by our 40+ clientele.
ISABEL, made for small faces, is alike to model
MARIE from collection no. 1 – A most basic feminine
style.
Surprise piece of this season will be NICO, a “nerd”
style for him and her, using style elements of the
1960s – a smaller execution of model CURT.
Besides the standard colour range, CHIARA and ISABEL
will be availabel in tasty honey, whereas NICO
comes in honey and smoke.
Collection No.2 SUN NEWS
Two new styles for Collection No.2 SUN:
CHLOE | MARC
CHLOE is annother oversize aviator shape for him and
her, comparable to model LESLIE, but more pleasent
and wider in size. A flashy piece of fashion eyewear
for the cosmopolitan consumer. Remarkable is this
shape in our new colour AQUAMARIN, reminding the
turquoise waters of a secluded Caribbean bay.
MARC is the new GUY. As everybody has been sad
about the disappereance of model GUY, we now can
welcome MARC, who’s design has been refined by a
surrounding facette, as well as a slightly deeper lens
- in other words: The cooler GUY, especially in the
“smoke” execution.
As already mentioned, a lot of acetate styles, gain
a second life with the introduction of new Colours.
models like HELMUT in colour honey, gets the appeal
of a typical 1930s turtleshell model. HERBIE in
smoke, and a style like INGRID in aquamarine, with
exact matching lenses, just look overwhelming!
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