In a city where true fashion fanatics get lost in a sea of labelizers, it's refreshing to chance upon a brand that doesn't rely on shameless self-promotion to catch the eye of consumers. This, in a filigree-covered nutshell, is JF Rey, an innovative eyewear brand that has fearlessly decorated, accentuated and emphasized the eyes of its fashion-forward patrons for over a decade. It's certainly no mystery as to why this French eye-conoclast has captured our full attention.

"We don't really advertise a logo because we're not necessarily a brand-driven company," says regional sales manager Parker Noel, "At JF Rey, we rely on authenticity, our use of color and the raw, understated, architectural elegance which comes out of a frame that doesn't advertise who makes it."

This philosophy leaves head designer, Jean-Francois Rey, and his wife (and colorist), Joelle Rey, with plenty of logo-free leg-room to merge form and function. Each of the remarkable pieces from JF Rey's arsenal takes a concept in nature and exaggerates its aesthetics to groundbreaking extremes. The arduous task of translating a structural fantasia into wearable objets d'art is achieved through the brand's use of hand-worked, lightweight materials, such as acetate and stainless steel. The metallic masterpieces are then laid up with at least two different colors to soften the framework. The results have garnered several design awards.

The label's dossier of celebrity clientele includes the likes of Goldie Hawn, Sharon Osbourne and Sir Elton John. Indeed, this brand is not for the awkward Annies who want to blend in amongst the oversized labels brandished by the fashion-feeble, afraid to bat their eyes at the offbeat. Says Noel, "Whoever wears JF Rey always gets noticed."

While there may still be those labelizers who yearn for branded security of designer logos, we can see clearly now and we've got JF Rey in our sights. For the fashion forward, playing it safe isn't playing at all. And where's the fun in that?

THE DETAILS: JF Rey
www.jfrey.fr

Story by Francesca Ayala.

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