LONGARONE, Italy—De Rigo Group has announced the arrival of its fourth and newest house brand, Yalea. Yalea is an all-female brand of sunglasses and optical frames, designed and produced with women in mind. The brand aims to combine both aesthetic and ethical values, and to promote modern-day women by supporting their freedom of choice, encouraging their talent and rewarding their personal beauty. The styles are named after inspirational women of different backgrounds, cultures, ages and eras.

To launch the brand, the new campaign will feature international supermodels Cindy Crawford and Bianca Balti, who were chosen for their conscious, independence and attentive take on femininity—all core values of Yalea. The brand will launch in September with its F/W2021 campaign; Balti will continue through S/S2022 while Crawford will stay on as the face of the brand through the remainder of 2022. Yalea joins Police, ST!NG and Lozza as De Rigo's proprietary brands. 

Barbara De Rigo, chief marketing officer, De Rigo, said, "Our company wholly recognizes 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 characterized 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 characterized by a style which goes beyond time and fashion."
The coordinated image created for Yalea also embodies the brand’s values in every detail: the logo expresses essentiality and elegance through the choice of a clean font, with a touch of originality provided by the inversion of the letter ‘Y’, and the brand's institutional color palette suggests a renewed sense of femininity in which the nude tones are illuminated by coral-hued notes to symbolize the strength, passion, and vitality of women.