50 years in the making
Elton John has lived his life in eyewear and took functional frames into a fashionable form of self-expression. So, it was only right that Elton create his own range, designing each frame to be inspired by key moments in his incredible life.
Launching with the world’s biggest retailer
In late 2021, Elton John Eyewear launched into the US with a range for Walmart, one of the largest and most influential retail chains in the world. As the marketing lead for Elton during this high-profile launch, I orchestrated a campaign that not only introduced the eyewear collection to a broad U.S. audience but also set out the brand's commitment to accessibility, self-expression, and philanthropy.
The launch was teased over three days, dropping iconic Elton images with his all-important glasses missing from the photos. Social content continued to drive engagement and physical events at Walmart stores, a bus tour to opticians across key states and a pop-up eyewear store and photobooth at Elton’s annual Oscar party saw fans and Walmart customers continue to get behind the collection.
Locations across US, UK, and Europe
Following a successful and profitable partnership which also saw continued commitment for Walmart to work with the Elton John AIDS Foundation, we took Elton John Eyewear across the pond with a series of pop-ups at shopping destination, Bicester Village, and its European locations.
Alongside Elton’s tour shows, we opened stores at the Grove in Los Angeles and Soho in London to further engage fans. Alongside frames, Elton merchandise and apparel, selfie moments and events for Pride, the physical locations saw fans and a wider customer base enjoy the fun that Elton John Eyewear and its frames bring.
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