ALEXANDRIA, Va.—The NOW Pavilion is returning to Vision Expo East 2023. The pavilion will feature a curated selection of frames and lenses that embody the latest trends and innovations in eyewear, according to show organizers The Vision Council and RX Global. Participating exhibitors are invited to submit products as complimentary, value-added opportunities to gain additional exposure at the show. Final product selection will be chosen by an advisory review committee of esteemed media and retailers immediately following the February 1 product submission deadline.

Selected items will be displayed the duration of Vision Expo East from March 16 to 18 at the Javits Center in New York City. All submissions have the opportunity to be entered into the inaugural NOW Awards featuring eight categories. The award celebration will take place Saturday, March 18 beginning at 4:30 pm at The Bridge at Vision Expo East. The categories include:

● NOW Best Sunglass Award: Under $250 retail category

● NOW Best Sunglass Award: $250 to $500 retail category

● NOW Best Sunglass Award: $500; above retail category

● NOW Best Optical Award: Under $250 retail category

● NOW Best Optical Award: $250 to $500 retail category

● NOW Best Optical Award: $500; above category

● NOW Optical Achievement Award

● NOW People’s Choice Award

“NOW by Vision Expo was created with the idea to bring the full representation of our industry forward by showing the latest brands, designs, trends and technologies,” said Nico Roseillier, creative director at Europa/State Optical/American Optical and organizer of NOW. “It is free to enter and open to all Vision Expo exhibitors. Under the eyes of our new and amazing committee members, we will also be honoring the best of the best in different categories with the NOW Award 2023, the first industry award representing eyewear creativity in the U.S.”

Companies exhibiting in The Atelier, The Springs, The Park or The Union, as well as fashion, lens and lens technology companies are eligible to participate in NOW by Vision Expo free of charge. All exhibitors are invited to enter one frame (optical or sunglass) or lens product per company for consideration, that they feel best represents one of the themes for this year’s show. 

The themes on display for 2023 will include:

● Eyewear Icons: iconic styling, instantly recognizable.

● Colors of 2023: neutrals (from beige, camel, and ecru, to honey); red tones (from deep, dark reds to desaturated pinks); lilac and purples (following the official colors of Spring/Summer 2023).

● Show Stoppers: The wow effect; the fashion statement; the one-of-a-kind design.

● Alternative materials and technologies: From new to recycled materials, to 3D magic.

● Diversity and inclusivity: design and ideas come from different backgrounds, lifestyles, social experiences, races and religions. It is time to think differently and foster greater representation.

An application is required to be considered for inclusion in NOW by Vision Expo and final products will be selected by an advisory committee of industry leaders. To enter the NOW Awards, visit For more information on Vision Expo, visit