John collaborated closely with the retailers on the development of the brand, with each pair inspired by his style and music career. The artist named each frame including “Rocketman,” a nod to his chart-topping hit and most recent film of the same name. Other styles include “A-List,” reflecting moments when he was at the peak of his career and “Prodigy,” representing his rise from a shy piano prodigy in the U.K. to international celebrity. From their shapes and colors to their lenses, the goal of the collection was to appeal to John’s fans.
“Elton John Eyewear celebrates confidence, self-expression and authenticity,” says John. “The line is designed to have something for everyone, so no matter who you are, you can always Look Yourself. It’s not just about glasses, it’s about changing the way people see themselves.”
The launch of Elton John Eyewear also furthers Walmart’s support of the Elton John
“Our customers and members are going to love this collection,” says Janey Whiteside, executive vice president and chief customer officer, Walmart US. “We’re thrilled to celebrate Elton John’s creativity and iconic style by launching a fun, on-trend eyewear collection that will help customers feel their best, all at an everyday low price. On top of that, we’re proud to shine a light on the work of the Elton John AIDS Foundation and donate a portion of the sales to their important mission.”
“We know Sam’s Club members and Walmart customers look to us for quality, on-trend brands at an amazing price, and the Elton John Eyewear Collection delivers just that,” says Megan Crozier, chief merchant, Sam’s Club. “We’ve created an eyewear line using materials, elements and contours across expressive silhouettes, making the brand feel like luxury at an affordable price, while also telling Elton John’s phenomenal story.”
The exclusive, evergreen collection – The Foundations Collection – is available now for purchase nationwide in Sam’s Club Vision Centers and on Samsclub.com and will be available at Walmart later this week.
The Foundations Collection includes 60 frames in total: 36 frames that are unique to Sam’s Club and 24 frames that are unique to Walmart. The frames are available in prescription, non-prescription, sun and reader categories.
Each frame is embossed with a signature temple tip silhouette with an “E” star mark and Elton John star brand detailing with frames featuring vibrant colors, metals and stones.
Sam’s Club will also offer its members two additional collections that celebrate Elton John’s confidence and self-expression. The Capsule Collection, designed as collectibles, showcases Elton John’s musical journey. “The Formative Years” (Capsule I) represents Elton’s childhood and time as a student in music, so the eyewear reflects its most classic and conventional looks. “The Working Musician” (Capsule II) continues the story, showcasing the time when John discovers rock and roll is his true calling. As such, the Capsule II offers next-generation styles. Currently, five Capsule Collections are planned.
In time for the holidays, Sam’s Club will launch The Master Collection, drawn from Elton’s personal collection. Elton John Eyewear will recreate and reissue his looks with “collector” frames that are only available at Samsclub.com. Each frame will be signed, numbered and sold in limited quantities.
Next year, Elton John Eyewear is expected to offer additional frames, as well as expand its reach to additional locations across Walmart retail stores globally.
In addition to Elton John Eyewear, Walmart customers can also purchase the latest album by Elton John, The Lockdown Sessions, with an exclusive bonus track called Cold Heart (PS1 Remix) by Elton John and Dua Lipa. The CD is available in stores and at Walmart.com.
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