A strong emphasis on ‘focusing on the future’, a wide-reaching line up of exhibitors, and what was described as “a jam-packed educational programme with more than 100 hours of free CPD content” contributed to a successful show overall for 2025
100% Optical has also grown its representation of independent eyewear brands, with 2025 featuring a wider selection of creative established and emerging labels including Danielle Rattray, VAVA, Erker’s, MYKITA, Dita, RES/REI, ROLF, FACE A FACE, Portrait, Clayton Franklin, Kirk and Kirk and GAZUSA, among others. Those seeking sustainable eyewear were also well served with a choice of brands which included Sea2see, Bird and Waterfall.
Brands exhibiting for the first time at the event included OTIS Eyewear from Australia, an established eyewear brand with a leaning towards a fusion of quality features, sustainable materials with excellent lens technology: collections by DITA, Chains for Frames and Flippan Look also made their first appearance at the show. Above: VAVA Eyewear returned to 100% Optical – originating from Portugal, VAVA is one of the hottest and most highly regarded avantgarde independent eyewear collections – image courtesy of 100% Optical
In the LOVE Eyewear Awards by 100% Optical, independent brands were also well represented with prizes going to Tanaka eyewear (new designer 2025), VASUMA (unisex frame of the year), Clayton Franklin (luxury eyewear of the year), Spada Laura/ GAZUSA (Women’s frame of the year) and Götti Dimension Next (kid’s frame of the year), among others. The Optical Gallery won recognition for the Best Use of Social Media.
“We’d like to extend a special thank you to our valued exhibitors, sponsors, and all of the visitors who made 100% Optical the must-attend event for the industry again,” said Celsa Vazquez, Commercial Director, CloserStill Media. “This exhibition is a true celebration of innovation, expertise, and collaboration and this year was no different. We showcased a new layout and reimagined floor plan, encouraged the industry to clock hours in CPD and witnessed so many exciting launches….”
Kirk & Kirk introduced the models Joel (above) and Ruth, among others, at the London fair. From the Kaleidoscope Collection, model Joel offers a strong silhouette that plays to the chunky yet lightweight material; model Ruth, a gently curved, sensuous form brings a new feminine dimension to the collection overall. Crafted from their own K-Lite™ material, a sheet material specially produced for Kirk & Kirk in Italy, these frames are light and comfortable to wear, and come in unique colours, allowing the collection to stand out in a crowd.
Next year, the London show 100% Optical will take place from 28th February to 2nd March 2026 at Excel London. For more information visit www.100percentoptical.com