Thélios, the eyewear supplier owned by luxury goods conglomerate LVMH, has revealed a new visual identity during its 2023 Convention, held in Rome. 

The new identity marks a “new phase in its development”, according to the House, with the refresh said to express its mission to pioneer new experiences and raise standards across the industry.

Thélios brands include Dior, Fendi, Celine, Loewe, Givenchy, Stella  McCartney, Kenzo and Fred. 

The new identity was unveiled alongside the brands’ Fall 2023 eyewear collections. 

Central to the new look and feel is the new logo, which includes the strap line ‘LVMH Eyewear Excellence’.

The new logo is said to represent a “timeless elegance”. Minimalist and balanced, the accent on the ‘e’ has been simplified with an “elegant” horizontal line.

Another stand-out is the letter ‘o’, which symbolises both an eye and the sun. It is a nod to the mythological origin of ‘Thélios’, derived from ‘Theia’, the goddess of light and vision, and ‘Helios’, the god of the sun.

The ‘o’ also represents the cycle of the eyewear value chain, from creation through to production and distribution. 

Thélios was inaugurated back in 2017 as a statement of intent from LVMH as it sought to make eyewear an “essential element” of the Houses’ collections. 

The business attended last month’s TFWA Asia Pacific Exhibition & Conference as it targeted the region’s top airports and downtown locations for growth.