In the US, the sunglasses were featured on Sharon Stone, Al Pacino, Demi Moore, Melaney Griffith, Steven Spielberg and others.
Calvin Klein’s Israeli representatives have approached trend-setters in fashion, theater, communications and the media, requesting they model sunglasses for the 1997 spring-summer collection. In the US, the sunglasses were featured on Sharon Stone, Al Pacino, Demi Moore, Melanie Griffith, Steven Spielberg and others.
Calvin Klein is taking this approach in every country selling his sunglasses. In Israel, Calvin Klein representatives Aleph Bet approached 150 men and women, considered trendsetters, with an offer to fit them with sunglasses. Fashion designer Massada Zeevi said in response to the request that she was very happy to receive the offer and hurried to be photographed with sunglasses picked for her from the collection.
Market turnover for sunglasses in Israel is NIS 100 million. Over a million pairs of sunglasses are imported into Israel every year, 70% of which are branded. 10% of the branded models are designer sunglasses such as Jean-Paul Gautier, Giorgio Armani, Versace, Christian Dior and others.