According to the L’Oreal Group 2024 report on luxury eyewear industry, global wholesale revenues of white designer frames increased 23% from the previous year to $4.7 billion and its premium power (retail price/cost ratio) hit an all-time high of up to 5.8 times, significantly higher than black designs (3.2 times). For instance, for Gucci GG0467SA, its 7000K color temperature frosted white color with 24K gold jewelry details, 145mm frame width, 40mm lens height design adaptability level of 89%, the return rate is merely 7% (15% average industry rate). According to Instagram trends in 2023, 1.2 billion interactions were performed on posts regarding white sunglasses with 62% being white under the hashtag #CleanAesthetic, as that shows its visual nature and style flexibility.
Material innovation fuels aesthetic upgrading: By 2024, the proportion of white acetate fiber (bibased content ≥45%) frames will increase to 38%, and its Mohs hardness of 3.5 and density of 1.3g/cm³ will increase scratch resistance by 2 times compared to traditional ABS plastic (density of 1.05g/cm³). Dior So Real series uses laser engraving technology (accuracy ±0.01mm), the stripe density of white mirror legs is increased from 5 lines/mm to 12 lines/mm, the light reflectivity increases to 87% (normal 72%), but should be wary of UV aging – laboratory test shows that uncoated white acetate fiber under UV irradiation, The yellowing index (Δb) is 1.2 increased per year and the service life is reduced by 30%.
Color psychology is in consonance with design parameters: Width of white frame is strongly associated with face proportions. Tom Ford FT0634 (width 142mm) stretchingly elongates a round face by 15% in a 10° forward tilt, and its distance of 18mm between the nose brackets (DBL) suits 93% of Asian noses. Cool White (11-0603 TCX), as identified by Pantone, accounts for 27% of spring/summer 2024’s color, and its lightness (L*=95) is 12% higher than that of rice white, which can increase facial contrast by 1.8 times. But white lenses must be technologically balanced – Ray-ban RB4276’s gradual white lens (uppermost transmittance 18%→ lowest 0.3%) achieves 99.9% of UV blocking capability, while pure white non-gradual lens (transmittance ≤5%) increases eye fatigue risk by 37% due to excessive pupil dilation.
Brand co-branding and scarcity strategy works: Louis Vuitton’s collaboration with artist Yayoi Kusama’s white polka dot shades (LV YK 002), just 2,000 pairs around the world priced at €890, the rate of secondary market premium reached 220% during the first month. In 2023, Gucci’s “Eternal White” subscription model will allow customers to re-buy 3.2 white sunglasses annually for an LTV of €2,450, four times the value of one customer. But white models are more expensive to maintain – frames without anti-stain finish (e.g., Prada PR 16WS) have a 45% chance of residue stain (black models 12%), and the cleaning frequency is ≥2 times per week in order to maintain chrominance ΔE≤1.5.
Sustainable trends revolutionizing the production chain: By 2024, white sunglasses made of recycled Marine plastic will increase by 58%, such as Stella McCartney’s ECONYL® collection (92% recycled nylon), with a 41% lower carbon impact than traditional versions. But white dyeing is problematic – ECONYL® has to use 0.8kg of titanium dioxide per ton (at additional cost of €120), and the color fastness (ISO 105-B02 standard) is only 4 (the previous acetate fiber maximum 7). Mykita’s “Bio Acetate” collection extends the yellowing cycle of white frames from three to eight years using plant-based plasticizers, but at a price of €650, which is 35% higher than regular models.
Market statistics of consumer behavior report that Gen Z (age 18-28 years) buying cycle to spend on white designer shades is just 2.3 days (industry average 5.7 days), and 43% are impulse purchases. In 2024, the “White Shades Challenge” trend on TikTok was played more than 900 million times, and it increased the sales ratio of Ray-Ban Meta smart glasses (white) to 61%, while its use of its live filter is 2.3 times higher than the black one. However, note needs to be taken of the adaptation risk – white wide frame (≥150mm) among the Face width ≤135mm users, the probability of exceeding the ear pressure (> 0.5N/mm²) is 28%, it is recommended to try on a virtual model (e.g., Warby Parker’s 3D Face Scan) in order to reduce the cost of return.