For any fashion fanatic, social media is the hub of all things trendy.
Whether you save your favourite fashion-focused Instagram posts or customise your TikTok algorithm to receive updates on the latest viral accessory, social media is the place to be when you’re looking to revamp your wardrobe.
As a number one destination for all things e-commerce, social media platforms have become an all-in-one marketing machine.
As soon as a piece of clothing is worn by an Insta-famous influencer or posted on the story of a well-known celebrity, followers battle it out to get to the checkout first.
We’ve seen low-rise jeans make their valiant return and TikTok’s famous scrunchies become Gen Z’s newest hit, but what about eyewear?
Here are three of social media’s eyewear entrepreneurs that you might have seen on your fashion feed.
Poppy Lissiman – Le Skinny
Australian designer Poppy Lissiman may have been in the fashion business for a decade, but you’ll probably recognise her viral skinny specs that are leading Gen Z’s new ‘Matrix-inspired’ style in 2023.
After being styled by the likes of Karlie Kloss, Lady Gaga and Hailey Bieber, her Le Skinny frames quickly hit Instagram and have since become part of Gen Z’s newest viral fashion trend.
“I didn’t see any sunglasses on the market that were that kind of shape or that kind of vibe. I think around that time, I’d just re-watched “The Matrix” because it’s such an iconically made Australian film that I don’t think many people know was made in Sydney,” says Lissiman. “I saw the really small sunglasses [and] I went, “That’s actually really cool!” I think I really just came in at the right time with that trend.”
After 3.3K posted content with the #LeSkinny in 2022 alone, they have since become a viral sensation on TikTok and Instagram and have also made their way into digital fashion too after CGI influencer Lil Miquela crafted a 3D virtual version of the specs for her grid.
Lara X Local Supply
Another hot topic grabbing the attention of social media is sustainability. As we step into a new era of sustainable fashion, frames with an eco-friendly twist have continued to go viral online.
One eyewear entrepreneur taking centre stage is international model Lara Worthington after she released her first ‘Plant-Based Eyewear’ line in collaboration with up-and-coming brand Local Supply.
After introducing her range of glasses and caps made from plant-based materials, Lara’s campaign has been backed by American actress Zoë Kravitz and a number of sustainable influencers.
Better still, this eco-friendly campaign has brought eyewear pioneers Local Supply into the limelight, shining focus on their innovative Recycle & Repair program.
“Eyewear has long been an obsession of mine,” says Lara. “I chose to work with Local Supply because they’re an independent, Australian-owned business. I was drawn to their focus on sustainability and design as well as their commitment to giving back to their local community.”
Ace & Tate
Amsterdam eyewear brand Ace & Tate has been absolutely bossing their social media presence since entering the online world. With over 171K on Instagram, the brand is well known for its frequent feature on Gigi Hadid’s feed and its viral jump into Après Ski fashion.
Having to shop online for your new glasses can be tricky, especially when you can’t try them on. Ace & Tate has become one of the first eyewear entrepreneurs to combat this with their test drive package, which allows consumers to order four styles to try out for free before they commit.
While this spiked the attention of many followers on Instagram, TikTok and Twitter, it’s actually Ace & Tate’s office that has sent them viral. After gaining 3.5 million views on their ‘How many people can fit in one tiny office’ skit on TikTok, the brand has since had a surge of Gen Z followers.
As living proof that anything can go viral on social media, Ace & Tate continues to create skits to viral sounds and participates in trends with their eyewear marketing.
Social Media’s Spectacle Success
Thanks to video-based apps like TikTok and the wonders of creator collaboration, any small brand can go viral online. From plant-based sustainability to jumping onto viral content trends, there are so many opportunities for aspiring eyewear entrepreneurs.
All you need is a unique product, the right platform and a sprinkle of user engagement.
Feature Image: @poppylissiman