Latest News 100% Optical Announces Eyewear Week Initiative to Kick Off 2019 Show By Staff Monday, December 3, 2018 12:24 AM LONDON—100% Optical is launching a new Eyewear Week campaign that will run from Jan. 7-13 to help raise the profile of eyewear as well as kick off the countdown to the show (scheduled for Jan. 12-14 at ExCel London). According to 100% Optical, the goal of Eyewear Week is “to help the optical industry generate public awareness around the hottest eyewear trends and designs, and to uncover and influence eyewear shopping habits.” Additionally, this initiative is supported by the Association of Optometrists (AOP). “The high street is under threat, but 100% Optical believe that opticians can not only survive the challenging environment, but can also be part of its rebirth,” said Nathan Garnett, 100% Optical’s event director. He continued, “To celebrate the optician’s role on the high street we are launching Eyewear Week to coincide with 100% Optical. This initiative will highlight and celebrate the massive variety of eyewear available to customers. We want to encourage people to come into your practice to try on frames and to explore buying frames to accessorize different outfits and seasons. Let’s banish the idea of a self-limiting ‘spare pair’ of specs only from now on.”100% Optical is the place where fashionistas, stylists and stockists in the optical industry can go to browse and uncover new eyewear trends and latest styles modelled on the show’s vibrant catwalk, the organizers said.To download campaign materials for Eyewear Week, go to www.100percentoptical.com, and for more information about getting involved with Eyewear Week, as well as free registrations for 100% Optical, follow the show on social media at @100optical #100optical.