SCENE + HEARD: Parties G-Star Shows a Raw Performance With New Eyewear Line by Marchon By Catherine Wolinski Tuesday, September 24, 2013 2:59 PM VSP president Rob Lynch and Marchon president/CEO Claudio Gottardi show off their G-Star denim. NEW YORK—Timed with the famed Fashion Week here last month, G-Star, a modern denim brand emphasizing raw, industrial design, celebrated the launch of its first eyewear collection in partnership with Marchon. The party took place at the uniquely structured High Line Hotel and featured G-Star denim displays, brand ambassador appearances and a sectioned area showcasing the new collection. The new line was designed to mirror the style of 20th century fighter pilots, adopting militant details such as skew numbers appearing on the outside of frame temples. The pilot-themed displays were perused by optical affiliates and admirers alike, with Marchon president and CEO, Claudio Gottardi, VSP president Rob Lynch and G-Star CEO Jos van Tilburg among the guests. The frame and sun salute was accompanied by a music performance by Kasabian lead singer Sergio Pizzorno and an address from ballet star Keenan Kampa, both campaign stars for G-Star’s fall line. A dance floor with live DJ performance and open bar service were also available. The new line follows G-Star’s brand point of view representing innovative style and will offer sun and ophthalmic products. G-Star Raw's fashion week party pulled in a fashionable crowd. The eyewear display area used a military pilot theme, as does the G-Star frame collection.