WOOW Eyewear: behind the brand

In 2011, the French eyewear company FACE A FACE launched a second brand, WOOW, a colourful stylish line of off-beat frames with engaging messages on the temples. Eyestylist met the young designers behind the catchy concept, Claire Ferreira and Marianne Dezes (above).

How did you come up with “WOOW” eyewear? In 2011, we had been working on the possibility of creating another brand in addition to FACE A FACE. We wanted it to be young and fresh with an accessible price. We started with the concept of the frame, and focused on the temples or arms which face each other – the original focus of FACE A FACE. We imagined them starting to chat to one another – and that was the beginning of this very different idea. We now see the WOOW label as the child of FACE A FACE.

WATCH OUT1 by WOOW Eyewear

Why WOOW? Woow is a palindrome, a fun “sound” that people use as an expression for many different things. You can say it any way you want and it is totally spontaneous. As a collection name, it works perfectly with the witty phrases on the temples. We wanted to see if we could create a new relationship with eyewear through this name, inspiring happiness, joy and hope through British inspired humour, colour and the personal touch of the words on different frame styles.

How are the frames styled? The shapes are always trendy and fashionable, for the young and the daring. The touch of colour is really specific in the combination of materials. Our inspiration came from London, but always with a strong influence, naturally, from our own French taste. One of our idiosyncratic design details – highlighting the words at the temple tips – came from the design of the old-fashioned typewriters and their classic round keys.

Make Sense1 by WOOW Eyewear

As designers, you have created something completely different. Are you pleased with the results? WOOW is like our baby, it’s a collection we adore! When we were training, we didn’t only learn about shape and colour and product design, for us designing means thinking too – and coming up with new ideas. With WOOW we had the chance to oversee all the steps, from the concept to the creation of the actual frames, giving life to a brand with an evolution that we hope our wearers will truly enjoy. you don’t just choose a frame with WOOW, it’s really about choosing a lifestyle!

Watch Out3 by WOOW Eyewear

Tell us about the styles releasing this month? The new collection includes different looks: a more “working girl” styling, through to architectural shapes and, on the other hand, some very feminine frames. Bigger trendy silhouettes and a mix of more unusual colours stand out. Our frames are tempting like sweets –  it’s difficult choose which one to go for! For more details about WOOW, visit www.wooweyewear.com CN