Top-bottom: Vuarnet’s Peak line and the Fendi Five Sisters style are two highlights of Thélios’ offerings in Cannes.

Thélios will put Fendi at the centre of its TFWA World Exhibition & Conference presence this year as the LVMH eyewear company outlines plans to develop a more selective, maison-led approach to travel retail.

At Stand RH5 in Riviera Village, Thélios will showcase Fendi’s Spring 2027 eyewear collection, the first created under the creative direction of Maria Grazia Chiuri. The collection includes the Fendi Screen and Fendi Five Sisters families. Fendi Screen features architectural silhouettes, while Fendi Five Sisters draws on the fashion house’s heritage to reinterpret elements of its history through contemporary eyewear.

The launch comes as Thélios looks to deepen its presence in selected locations across Asia Pacific, the Middle East, Europe and the Americas over the next two to three years, prioritising major international airports alongside selected downtown duty-free locations. Rather than focusing on footprint alone, the company plans to develop its travel retail business through closer partnerships with retailers and airports, permanent visual merchandising and shop-in-shop concepts, seasonal activations and digital tools including virtual try-on.

“At Thélios, our ambition in travel retail is not simply to increase our footprint, but to build the right expression for each Maison in the right locations,” said Alessandro Eucaliptus, Head of Travel Retail at Thélios. “TFWA Cannes is an important moment for us to show how luxury eyewear can create value when it combines strong product quality, compelling Maison storytelling and a tailored retail approach. Fendi is a powerful example of this, as it reflects both a new creative momentum and the kind of brand expression that resonates strongly with today’s traveller.”

Recent examples of the strategy include a Loewe activation with Avolta at Madrid Airport Terminal 1 in May and a Bulgari Chinese New Year activation with China Duty Free Group in Hainan. Thélios also operates a 45sqm multi-brand concept with Qatar Duty Free at Hamad International Airport’s Luxury Boulevard. Opened in June 2024, the space houses Dior, Fendi, Bulgari, TAG Heuer, Celine, Loewe, Givenchy and Vuarnet and incorporates a Snapchat-powered augmented reality mirror for virtual try-on.

Loewe’s new Double L line features a refreshed and distinctive half-logo.

Vuarnet’s Racing 14 combines an ultra-lightweight nylon construction with a protective shield design.

Alongside Fendi, Thélios will showcase new 2027 eyewear from its wider portfolio in Cannes, including Loewe’s Double L and Anagram lines and new Vuarnet Peak and Racing 14 models.

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