Yalea - the De Rigo Group house brand - was founded in June 2021 as an all-female brand of sunglasses and prescription eyewear, designed and produced with women in mind.
Yalea aims to promote contemporary women by supporting their freedom of choice, encouraging their talent and rewarding their personal beauty. A timeless, elegant and feminine brand that is an inspiration to all women, contributing to communicating a new vision of freedom of expression and independence from fashions.
Yalea goes beyond fashion to inspire strength and confidence, combining aesthetic and ethical values with which each and every woman can identify. And the brand does so concretely, in the planning and design of the collection in which the shapes frame the face without concealing it and the styles are dedicated to truly inspirational women. A tribute to women of different backgrounds, cultures, ages and eras, not necessarily famous but who, in different countries and fields, have distinguished themselves owing to their life choices, commitment and achievements.
The idea behind the two women chosen to endorse the Yalea brand further echoes this ethos. Cindy Crawford and Bianca Balti: not just characters but real people. Two internationally-renowned models - differing in age and style - but both expressions of harmony between exterior and interior beauty. Two women committed to promoting a conscious, independent and attentive take on femininity, in keeping with the values that characterise Yalea.
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 and sober font, with a touch of originality provided by the inversion of the letter ‘Y’. The brand's institutional colour palette suggests a renewed sense of femininity in which the nude tones are illuminated by coral-hued notes to symbolise the strength, passion and vitality of women.
The Yalea collection will be available globally from September 2021.