The decision to bring on Olivia Palermo as a collaborative designer was an easy one for sunglasses retailer Westward Leaning.
"Keyword searches featuring Olivia or some derivative of her name are the only individual-specific keywords in the top tier of revenue-driving organic searches related to Westward Leaning,” co-founder Robert Denning said.
“No other person makes it into the top echelon, [or] has the kind of conversion power that Olivia has. When Justin Bieber andSelena Gomez broke up, he left wearing the pair of sunglasses we’d gifted Selena. I thought it would lead to a huge spike in sales, but didn’t move the dial at all.”
An increase in sales is to be expected when Palermo's collection of black, tortoiseshell, frosted white and frosted gray translucent frames hit stores. All styles have tarnished gold, mirrored lenses. The gold, Palermo describes, is elegant, cool and not in your face. "Gold is the new black," she said.
"For our part, we at Westward Leaning couldn't have asked for more loyal or stylish informal brand ambassador, and it has been an honor to collaborate with her on this specific collection," the brand wrote on Palermo's site.
Each pair of Palermo's designs will retail for $210. In honor of this collaboration, $10 from the sale will be donated to ADCAM's Massai Project. "Not only am I working with Westward Leaning on creating timeless sunglasses that I love, I am able to support ADCAM, a charity that is near and dear to my heart," the 28-year-old style star wrote on her blog. "I am so honored to donate proceeds of the sale to benefit ADCAM."
The capsule collection is available here.