In an exclusive interview with VisionPlus, Lara Marogna, Creative Director of Marcolin, shares her insights on maintaining the unique identity of iconic brands, the synergies behind successful collaborations, and the refined elegance of Max Mara Eyewear, particularly in the Middle Eastern market.
Lara Marogna’s name is synonymous with innovation and artistic brilliance in the eyewear industry. As the Creative Director of Marcolin, she has been instrumental in shaping the visual identity of some of the world’s most iconic brands. Recently, with the introduction of MaxMara Eyewear in the Middle East and the resurgence of the legendary Teddy Coat, Lara has once again demonstrated her mastery.
Vision Plus : With over a decade at Marcolin, you’ve worked with numerous iconic brands, how do you ensure each iconic brand maintains its unique identity?
Lara Marogna : Having worked in eyewear design for so many years and with so many different designers, I’ve learned the importance of first understanding and interpreting each brand. Every brand has its own story, visual language, and distinctive values that need to be respected and reflected in the eyewear design. The first step is to fully immerse myself in the brand’s universe, studying not only past collections but also its evolution over time, its target audience, and the message it wants to convey. Only after gaining a deep understanding, we can start creating designs that not only respect the essence of the brand but also enhance it, keeping it unique and recognisable. This approach allows me to successfully collaborate with various brands, ensuring that each eyewear collection is a true extension of their iconic identity.
VP : The collaboration between industry giants like Max Mara and Marcolin promises significant breakthroughs. What synergies have driven the success of this partnership?
LM : Max Mara and Marcolin are two companies united by a decades-long heritage and a culture deeply rooted in the product. Over time, both have learned not only to create high-quality products but also to communicate them effectively using contemporary tools. A strong synergy was immediately established thanks to a shared vision and common goals in interpreting the brand’s soul. This affinity has allowed us to collaborate harmoniously and develop collections that perfectly reflect the identity and values of MaxMara.
VP : With MaxMara Eyewear’s recent launch in the Middle East, how will you cater to the diverse preferences of Middle Eastern consumers? What unique features resonate most with this market?
LM : The Middle Eastern market has a well-established taste for refined luxury, appreciating the precious touch of jewellery, smooth surfaces, and a classy, never excessive, style of a woman. Max Mara’s style aligns perfectly with this vision. Each eyewear piece in the collection features a jewel element with the “Maxim” or a focal point created by refined design or surfaces that dance with light, stimulating the senses.
This approach allows for meeting the expectations of a market that values discreet elegance and sophisticated beauty.
VP : Can you tell us about the journey of creating Max Mara Eyewear, from coming up with ideas to launching the final products?
LM : There’s something inside a creative mind that precedes rationality and answers for us: we’re more attuned to listening to intuition. When we imagine a new pair of glasses, we think about who will wear them and how they’ll want to feel with them: whether they want to hide or assert themselves with style. Size, colour and shape are the three key elements that create this effect. We start by sketching numerous designs and then evaluate how they work together and if they’re harmonious in a collection as a single entity.
Subsequently, we select our favourites and prototype them, observing them on the table, wearing them, and discussing them together to choose the best combination that fits different face shapes. Finally, the last fundamental step is the choice of colours: each model is assigned four or more colour variations, with each choice representing a precise combination of form and colour narrative.
VP : The journey from concept to final product often entails refinement and iteration. Could you share any moments in your career where you made a significant impact or achieved a major breakthrough?
LM : The most intense moments of my career are those of change, which cyclically represent the natural progress of the fashion industry. Reviewing, rethinking, and even discarding what has been done before, even before having a complete vision of the new direction, constitutes the beating heart of my work. It’s the moment when everything is still possible, and every option is still open. It’s the most rewarding generative energy!
VP : Lastly, what key insights would you like to impart to VisionPlus readers?
LM : Glasses are much more than just an accessory. They’re objects that represent us, reflecting our personality, style, and worldview. I would like to convey to VisionPlus readers the importance of choosing glasses not only based on current fashion trends but also on how they fit our identity and way of being. Every pair of glasses we wear is an expression of ourselves, and we should approach the selection with care and awareness.
Lara Marogna’s journey at Marcolin highlights the power of creativity in preserving and enhancing brand identity through eyewear. Her ability to translate a brand’s ethos into a tangible product that resonates across cultures is a testament to her deep understanding of design and her intuitive connection to fashion. As she continues to push the boundaries of eyewear design, Lara leaves VisionPlus readers with a valuable insight: the importance of choosing eyewear that not only complements current trends but also reflects one’s true self, making each pair of glasses a personal statement of style and identity.
