Polaroid Eyewear will be presenting its 2011 sunglasses collection at the TFWA World Exhibition, where it will be exhibiting for the first time next month

The collection was designed to exude “High Society sophistication”, replacing overt, nouveau-riche celebrity bling with an understated elegance reminiscent of 1950s Hollywood. Distinct temple designs paired with complementary frame and lens colours feature strongly in the collection.

Polaroid Eyewear Global Travel Retail Manager Rebecca Harwood Lincoln said: “Our 2011 sunglasses collection combines great styling with our ground-breaking technology for 100% UV protection UltraSight polarized lenses and sensible pricing, giving customers everything they want and more, from their Polaroid sunglasses.  “We have also developed our first ever eco-friendly sunglasses made from renewable materials, as part of their association with the PlanetSolar challenge to navigate around the world using only solar power.”

Central to the 2011 collection is a range of classic sunglasses for men and women.

For women, modestly shaped temple arms are still decorated but jewelling and branding are much more discreet. Tapered, softly rounded frames are complemented by a palette of bright and subtle tones, which includes a new midnight navy blue colour.

For men, there is the latest retro-inspired double bridge Aviators, as well as sport-style wraparounds and contemporary frames in metals and tough plastics for everyday wear. Frame colours include dark gun and gold metallics, while lenses come in copper, green and new havana browns and smoky blue-blacks.

The men’s premium frames, built for all-day comfort, are available in gun metals, havana browns, black and faux horn.

For more information, contact Rebecca Harwood Lincoln, Global Travel Retail Manager, tel: +44 141 416 0787, mobile: +44 7792 865027, or e-mail: Rebecca.HarwoodLincoln@polaroideyewear.com