Belfast Telegraph

Tuesday 16 September 2014

Olivia Palermo creating sunglasses

Robert Denning and Olivia Palermo

Olivia Palermo's appointment as a collaborative designer at sunglasses brand Westward Leaning was an easy decision, says the co-founder.

The sunglasses brand has teamed up with the fashionista to create a collection of eight styles that will be available to buy on Olivia's website.

Each pair will carry a retail price of $210, with Westward Leaning co-founder Robert Denning saying tapping the star was a no-brainer.

Olivia has been spotted wearing their designs on numerous occasions, spurring fashion lovers to promptly search for the sunglasses online.

"Keyword searches featuring Olivia or some derivative of her name are the only individual-specific keywords in the top tier of revenue-driving organic searches related to Westward Leaning,” Robert told WWD.

“No other person makes it into the top echelon, [or] has the kind of conversion power that Olivia has. When Justin Bieber and Selena Gomez broke up, he left wearing the pair of sunglasses we’d gifted Selena. I thought it would lead to a huge spike in sales, but didn’t move the dial at all.”

Other stars who have been seen out and about in a pair of their sunglasses include Charlize Theron and Jessica Alba, but neither actress can match up to 28-year-old Olivia when it comes to the style stakes.

Her collection with the brand includes black, tortoiseshell, frosted white and frosted gray translucent frames with either faux sea glass or blackened redwood inlay on the temples. All styles have tarnished gold, mirrored lenses.

Olivia commented that “gold is the new tan” and said she was aiming for “elegant, cool and not too in-your-face”.

Westward Leaning launched as an e-tail website in 2012, but due to large interest from top department stores it soon moved away from solely trading online. Its designs are sold in more than 70 stores worldwide.

"If I had my way, it would have always stayed as an online business. I would make sure the tissue paper was folded exactly how I wanted to. But you can’t reach the audience you want," Robert revealed.

© Cover Media

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