De Rigo has created its fourth and new house brand: Yalea.

An important project that has taken shape over the course of the last few months, intended to enrich the Group’s portfolio with a 100%-female brand, designed and produced with women in mind.

This is how Yalea came to be, the new brand of sunglasses and prescription eyewear which aims to promote contemporary women by supporting their freedom of choice, encouraging their talent and rewarding their personal beauty. A timeless, elegant and feminine brand that is an inspiration to all women.

We are living in a new era – an opportunity to put personal priorities and social values ​​back in order. A moment in which even the conception of a new eyewear collection can contribute to communicating a new vision of freedom of expression and independence from fashions.

Yalea goes beyond fashion to inspire strength and confidence, combining aesthetic and ethical values ​​with which each and every woman can identify. And the brand does so concretely, in the planning and design of the collection in which the shapes frame the face without concealing it and the styles take the names of truly inspirational women. A tribute to women of different backgrounds, cultures, ages and eras, not necessarily famous but who, in different countries and fields, have distinguished themselves owing to their life choices, commitment and achievements.

The two women chosen to endorse the Yalea brand further echo this ethos. Cindy Crawford and Bianca Balti: not just characters but real people. Two internationally-renowned models – differing in age and style – but both expressions of harmony between exterior and interior beauty. Two women committed to promoting a conscious, independent and attentive take on femininity, in keeping with the values ​​that characterise Yalea.

Lastly, the coordinated image created for Yalea embodies the brand’s values ​​in every detail. The logo expresses essentiality and elegance through the choice of a clean and sober font, with a touch of originality provided by the inversion of the letter ‘Y’. The brand’s institutional colour palette suggests a renewed sense of femininity in which the nude tones are illuminated by coral-hued notes to symbolise the strength, passion and vitality of women.

The Yalea collection will be available in stores in Italy and abroad from October 2021.