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L.A. Eyeworks: 30 Years Young

July 22, 2009 12:11 pm

“A face is like a work of art. It deserves a great frame.” That’s the trademark tag that West Coast optical brand l.a. Eyeworks has used for the past 30 years under the many famous faces in its iconic campaigns. They started with Go-Go Belinda Carlisle in 1979 and through the years have featured Andy Warhol, Sharon Stone, John Waters, Amy Sedaris, Divine, and RuPaul—a diverse and talented cast of characters who have all had some deeper connection to the brand. “Many of the stars in the campaign are the result of an organic relationship,” insists Gai Gherardi, who co-founded the label with Barbara McReynolds. But their 30th birthday isn’t all nostalgia and glancing backward. Their special birthday box set of limited-edition cleaning cloths, out in September, involves a new creative crew: artists Gary Panter, Catherine Opie, and Barbara Kruger.

—Linlee Allen

Photo: Courtesy of l.a. Eyeworks

tags: Amy Sedaris, Andy Warhol, Barbara Kruger, Barbara McReynolds, Belinda Carlisle, Catherine Opie, Divine, Gai Gherardi, Gary Panter, John Waters, l.a.Eyeworks, RuPaul, Sharon Stone