There are more to film festivals than just film. Fashion is also a main component, and Thélios (LVMH’s eyewear expert), has signed a three-year strategic collaboration, with La Biennale di Venezia (the Venice Film Festival), which kicks off today lasting until September 10th.
“The Venice International Film Festival is one of the most prestigious events in the world and we are proud to support La Biennale di Venezia, which is a strong ambassador of Italian culture at a global level,” shares Alessandro Zanardo, CEO of Thélios in a statement.
This new collaboration makes Thélios the official eyewear sponsor, thus formally ushering in the company that was founded in 2017, into the world of cinema. Thélios will have a suite and showroom at the Hotel Excelsior with an exclusive selection of eyewear from Dior, Fendi, Stella McCartney, Kenzo, Fred, Loewe, and Givenchy’s autumn- winter 2022 collections. It’s a space for guests and press junkets for certain films, as well as for other media and industry events.
As there are two sides to film festivals, the serious film side and the fashion side- their marriage is a symbiotic one. Actors have to be seen on red carpets, for interviews, and on photo calls, and they have to look the part from their fashion to their accessories. And because the sun shines bright in Venice, sunglasses are a must.
“Cinema and eyewear have always been a perfect match, by aesthetics and the passion for details, giving people a vision on the world,” continues Zanardo. “In the history of cinema, eyewear has contributed to create iconic movie characters and help defining their personalities: we couldn’t think of a better field of expression than this festival, which is so close to our roots in the Veneto region”
Thélios is the Greek name for “gods.” Theia is the goddess of light, while Helios is the god of the sun. It was LVMH’s goal to have a strong footing in eyewear, and the fashion conglomerate designs, produces, and distributes sunglasses and optical frames for brands like Kenzo, Berluti, and other luxury brands. Manufacturing is done in Longarone, Italy. The company takes the respective identity of each brand and creates Italian craftsmanship. For Thélios, it was a no brainer for the company to partner with the Festival.