Street style of the Zed customer

My customer is a career driven, city-based woman aged between 25-35. Even the most unwilling to follow trends like to dress well and are conscious of the professional image they portray. This can explain the classic, minimal tailoring present on the streets of London, which helps the customer both blend into the crowd as well as make a subtle statement. This is similar to the sunglasses worn; many commuters wear shades in order to detract attention in the busy crowds of the undergrounds and streets. This creates an emotional barrier to strangers and helps to calm the wearer before a busy day at work. The use of a darker tint in lens makes the wearer feel more protected from their surroundings, however it can also feel claustrophobic and sometimes light-headed.  Therefore a strong gradient or a light tint in sunglass lenses is necessary for the wearer to not feel too excluded.

As the customer Zed is trying to capture likes to show their unique style. Creating a limited number of different styles each season, all with a quality that resembles the Zed brand will help to keep the customer happy. Experimenting with the tactile quality of sunglasses is something very few eyewear brands have considered and is a luxury feature I would like to push.

The Paris street scene is usually a lot more casual than London. With jeans worn as a staple item along with a ‘devil may care’ messy bun and minimal make up. Sunglasses worn by the Parisian are usually a lot brighter in colour and shall be the statement of the outfit. This is also correlates with optical eyewear in France and Italy, many sport a bright colour and crazy shape to show their personality or push the idea of how others perceive them.

(images from vogue.com)