Luxottica Group has partnered for the second time with China Duty Free Group and Sunrise Duty Free to launch an exclusive colour from Miu Miu sunglasses. The model has been launched in selected airports and other travel retail stores in China.

For this partnership, the Miu Miu Noir collection has been re-interpreted to include brown frames and pale gold temples, “bringing femininity to the metallic sunglasses” according to the brand owner. The large, butterfly gradient brown lenses come with a curved frame detailing – suitable for an Asian fit, said Luxottica – and offer 100% UV protection.

A showcase for sunglasses: Miu Miu-dedicated store fronts feature at China Duty Free Group downtown and Sunrise Duty Free airport locations.

A dedicated in-store promotion ran at CDFG’s International Duty Free Shopping Complex at Haitang Bay in Sanya, Hainan from November until the end of December. A further campaign runs at Shanghai Pudong and Guangzhou International airports until February.

At each location, pop-up sites and personalised backwalls were installed in prominent locations, with visibility and awareness amplified by customised brand furniture, adapted key visuals, shelf-talkers and sales promoters. Customers who purchase one of the exclusive styles receive a complimentary Miu Miu limited-edition gift.

Luxottica Travel Retail Director Enrico Destro said: “It is a privilege to partner with China Duty Free Group and Sunrise Duty Free on a second China travel retail-exclusive colour from Miu Miu.

“Both retailers bring our brands to the heart of the Chinese travelling consumer, presenting the opportunity to collaborate on projects to capture Chinese spending power and sophisticated appetite for luxury brands, as well as respond to these consumers’ increasing demand for unique and exclusive products.”

China Duty Free Group Director Fashion Department Lee Meili said: “At CDFG, our sunglasses category is growing in sophistication very quickly. We see a large growth opportunity for the category and we will continue on our path to bring newness and exclusivity to our offer.

“With the success of the first China travel retail exclusive model with Luxottica, we were excited to have the chance to raise the bar further. This exclusive Miu Miu colour was selected with Chinese travellers in mind, and has been presented in a compelling launch package.”

A big consumer campaign marks the launch of the second China travel retail-exclusive colour from Miu Miu.