Introducing YALEA – The all-female eyewear brand with Cindy Crawford and Bianca Balti as ambassadors

De Rigo, a key preferred supplier to NEG members has announced the arrival of its fourth and new house brand. An important project that has taken shape over the course of the last few months, intended to enrich the Group’s portfolio with a 100%-female brand, designed and produced with women in mind.

This is how Yalea came to be, the new brand of sunglasses and prescription eyewear which aims to promote contemporary women by supporting their freedom of choice, encouraging their talent and rewarding their personal beauty. A timeless, elegant and feminine brand that is an inspiration to all women.

Yalea goes beyond fashion to inspire strength and confidence, combining aesthetic and ethical values ​​with which each and every woman can identify. And the brand does so concretely, in the planning and design of the collection in which the shapes frame the face without concealing it and the styles are dedicated to the names of truly inspirational women. A tribute to women of different backgrounds, cultures, ages and eras, not necessarily famous but who, in different countries and fields, have distinguished themselves owing to their life choices, commitment and achievements.

The idea behind the two women chosen to endorse the Yalea brand further echoes this ethos. Cindy Crawford and Bianca Balti: not just characters but real people. Two internationally-renowned models – differing in age and style – but both expressions of harmony between exterior and interior beauty. Two women committed to promoting a conscious, independent and attentive take on femininity, in keeping with the values ​​that characterise Yalea.

Barbara De Rigo, De Rigo Chief Marketing Officer, commented: “Our Company wholly recognises the value of women both in the workplace and in society. My mother personally contributed to the founding and development of De Rigo which, from the very onset, was also characterised by the large number of women at the company. This is why we wanted to enrich our portfolio with a new all-female brand. Yalea is a tribute to the success of women. We have put our know-how at the service of a collection, distinguished by its contemporary elegance, to create frames that are characterised by a style which goes beyond time and fashion”.

Official UK viewings of the Yalea collection will be possible by August with deliveries from October 2021, please contact your UK Yalea sales representative to enquire:

UK Yalea Sales Representatives:

Ben Durand – UK South (West & East) – 07590 845916

Andrew Bowe – UK North – 07718 645747

Neville Hynes – Ireland & Northern Ireland – 00353 877086053

Steven Firth – Scotland & North East England – 07851 309890

Or alternatively get in touch with the De Rigo UK office on 01923 249491 info.uk@derigo.com

INTRODUCING YALEA The all-female eyewear brand With Cindy Crawford and Bianca Balti as Ambassadors