FASHION

Charmant at Mido with a wealth of new developments

In addition to the new Excellence Titan logo, the protagonist of the three days was the exclusive Line Art frame in 18-carat gold

This year, Charmant Group presented various new developments at Mido: the superb Line Art Charmant collection that attracted attention not only because of the beautiful models but, primarily, for its extraordinary comfort and design, the distinctive qualities of the recently patented Excellence Titan material. Charmant's commitment to research and development, and especially to technology and the creation of new materials, is universally recognized and confirms the company's prestigious position in the eyewear sector. Excellence Titan is one of the group's most innovative materials and is the result of an eight-year-long research project on which Charmant collaborated with Tohoku University in Japan. The flexibility and incomparable design versatility of this ultra-light, nickel-free titanium alloy have made it the ideal material for designing the soft lines and the discreet, delicate details that characterize Line Art Charmant frames.

 

Mido was also the setting for the debut of the new Excellence Titan logo. The original shape of the logo was inspired by a perfect circle. The circle symbolizes Excellence Titan's universal values and infinite possibilities, that allow Charmant to overcome the limitations of traditional frame making. The logo encompasses the features offered by this incredible material: innovation, creativity, freedom and beauty. "The launch of the Excellence Titan logo projects us toward new challenges: the use of Excellence Titan for new ranges of products to be presented to clients and consumers", explained Taketoshi Mizukami, President and CEO of Charmant Europe.

 

The star during the three days of the exhibition was the exclusive Line Art frame in 18-carat gold, a luxury edition that Charmant unveiled during Mido. Visitors at the stand were also able to admire the group's technological innovations thanks to "Opera", the brand new model in the Line Art Charmant collection.