DVF unveils Google Glass collection

Wednesday, 04 June 2014
Diane von Furstenberg and Google have joined forces to launch the DVF – Made for Glass collection as part of the search engines plans to take wearable technology to next level. The brands first collaborated on a short film ‘DVF Through Glass’, which provided an insider’s view of the designer’s spring 2013 runway show during New York Fashion Week, and this collection is an extension of that collaboration that the according to the statement melds “boldness and creativity of Glass Explorers with the confidence and independence of the DVF Woman”.

The development of the DVF – Made for Glass collection has been produced with DVF’s long-time licensing partner, Marchon Eyewear, and will feature a limited edition line of frames and shades that will be available exclusively on Google.com/Glass, as well as an edited selection via Net-a-Porter and Mr Porter from June 23.

“I have always been fascinated by technology and as a brand, DVF embraces technology,” said Diane von Furstenberg. “It is a very natural fit for us and we are delighted to be on the forefront with Glass.”

Isabelle Olsson, lead designer for Glass, added: "We're thrilled to collaborate with DVF once more to further transform eyeglasses - the oldest wearable technology in human history - into something modern and fashionable."

DVF Made for Glass collection to be sold on Net-a-Porter

The price point for the collection has not been unveiled; however WWD is reporting that those who already have Google Glass devices can purchase the frames alone for between 120 and 225 dollars. The sale of the wearable technology eyewear on Net-a-Porter will also mark the first time that Glass will be sold through a third-party retailer, as Google continues to push the technology and the DVF designed frames is the biggest endorsement from the fashion industry so far.

But is wearable technology catching on with consumers? According to a new report, Wearables, from US digital research think tank L2 in collaboration with Intel, not really. The research found that even though 75 percent of consumers are aware of wearable technology, only 9 percent said they actually had a desire to use it, and only 2 percent actually own a device.

The report found that watches and wristbands were the most palatable form of wearable technology, with 52 percent of those surveyed stating that the wrist would be their preferred location to wear a device. Armbands came in second with 24 percent and only 5 percent chose tech-enabled glasses or contact lenses.

Even with these findings Google is continuing its push forward with its smart eyewear brand. Last month it appointed Ivy Ross, who has worked for the likes of Calvin Klein, Coach and Gap, as its new head of Google Glass, and in April it announced a partnership with Luxottica, the group behind Ray-Ban and Oakley, as it looks to make the wearable devices more fashionable, which in turn it hopes will make the technology more appealing to consumers.

Images: DVF – Made for Glass

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