For Art's Sake, Covent Garden

Daring, delightful and different, London-based eyewear brand For Art’s Sake has been framed by success since it started shading style-consicous eyes in 2016. So far, the eclectic sunglasses and opticals have been stocked by the likes of Harvey Nichols, Saks 5^th Avenue and Net-A-Porter. But now the brand has announced the opening of its first standalone retail store in Covent Garden, which promises to be as dazzling as its designs.

A specialist in fashion-forward eyewear, For Art’s Sake is known for its bold designs: its collections feature striking frames with structural statement shapes and angled edges, as well as models decorated with pearls and jade gemstones for those with a penchant for something daintier. The designs stem from an ideology of celebrating ‘imperfectionists’ – individuals with flaws and idiosyncrasies who embrace taking chances with their style. It’s not all style over substance, though, as the brand works with two charities to make a tangible environmental and social difference: with every purchase made, a tree is planted and a pair of glasses donated to those in need. Stylish and ethically conscious, it’s no surprise that For Art’s Sake has established a celebrity clientele and counts Beyoncé, J Lo, Kristen Bell, and Poppy Delevinge among its fans.

The eclectic style is reflected in the new store, too. The space in the heart of the Piazza in Covent Garden will feature blue velvet furnishings, brass fixtures, and statement-making frames. In collaboration with Studio LaPeche, one of London’s most exciting new design studios, the flagship store will be adorned with a window installation reimagining the most striking features of the London skyline. Shoppers will be treated to a selfie station, personal shopping in five languages, a concierge option, and exclusive colourway drops.

After the Covent Garden launch, For Art’s Sake will be opening a store in Shanghai’s XinTianDi Mall, and plans on venturing out to Hong Kong, Miami and New York before 2020. It’s certainly a brand to watch – preferably through their tinted glasses.