Thélios to showcase new GTR luxury eyewear and shop-in-shop concept in Cannes

Thélios, LVMH Eyewear Excellence, will present a selection of key eyewear styles from its Maisons, available for the global travel retail market at the TFWA World Exhibition, September 29 to October 2 in Cannes (Riviera Village, RH5).

Founded in 2017, Thélios is the in-house eyewear company of LVMH, world leader in luxury. In the first half of 2025, Thélios has seen successful travel retail activations, for luxury Maison Fendi via a partnership with Gebr. Heinemann at Istanbul Airport last April, as well as for luxury Maison Loewe in February, for a Chinese New Year themed activation in Hainan, in partnership with CDFG.

Thélios will present signature eyewear collections from its Maisons portfolio including Bvlgari, Loewe, TAG Heuer and Vuarnet. This year’s exhibition stand features a new institutional visual merchandising concept where each Maison will interact with the TFWA audience.

Alessandro Eucaliptus, Head of Travel Retail for Thélios, said, “At Thélios, our priority is to expand the footprint of our luxury Maisons in a way that respects and enhances their individual identities. The shop-in-shop concept under the Thélios umbrella and the permanent fixtures we created over these years in the main WW key locations are our strategic response to this need. Rather than being a retail brand, Thélios’ role is to work as a curated framework that allows each Maison to express its unique DNA within a unified, elevated environment. This approach ensures that while we offer a consistent premium experience, we remain brand focused.

“This year’s TFWA space reflects this commitment – it’s about creating a platform where the Maisons can speak directly to their distinct audiences. By designing visual merchandising environments which allow our best customers to get in touch with our latest collections, that match every specific aspiration of different passenger profiles. We are always keen to listen to our customers' thoughts and visions, and we want to ensure that our Maisons have the tools they need to thrive in the travel retail sector.”

Thélios will present curated luxury eyewear styles, including several new styles from its Maisons as follows:

Anagram LW40182u col. 01E, LW40181I col. 52E, LW40186I col. 52E:  The Anagram story features the LOEWE gold Anagram logo on the temples inspired from the codes of the Maison.

Bvlgari B.ZERO 1 - BV40088I@5450E#: As a true emblem of design, B.zero1 is a testimony to pioneering research: the fusion of Roman epigraphy in BULGARI’s logo and the industrial lines of the Tubogas spiral.

The expression of Italian Genius as the ability to think big and find solutions that no one has explored before. The bold and unique eyewear designs of the same name echo the jewelry collection and feature a precious detail on the temples, conjuring Rome’s iconic design in its fluid and sculptural form.

Serpenti Viper BV40068I@5101A#: Elegant and sinuous, the Viper collection is inspired by the jewelry Serpenti Viper creations celebrating the magnetism of the mythical snake. The visionary design captivates with meticulous details and a sinuous line, elevated through the use of exquisite materials.

Indeed, the jewelry-inspired scale elements include a higher percentage of gold, for a more precious and shiny result faithful to the famed Serpenti jewelry icon.

Serpenti Forever BV40059U@5828A#: Inspired by the iconic Serpenti bag’s clasp, the bold and elegant Serpenti Forever creations feature a precious snake head embellished with hand-applied enamels on the hinge and a delicate Bvlgari signature which is crafted from a metal plate before being inserted on the acetate temples and then covered with varnish. Manufacturing techniques rooted in the world of jewelry here applied to the universe of eyewear. An enduring style icon, the Serpenti Forever model comes in different, irresistibly captivating, iterations.

TAG Heuer DRIVE Titanium TH40046U 09A: This TAG Heuer DRIVE line arises from TAG Heuer passion for Formula 1 and exudes the spirit of Grand Prix days, and the energy of race cars.

The texturized rubber temples - directly inspired by tires -are not only the signature of this elegant and sporty look, but they also bring a nice texture, good grip, and comfort to these sunglasses. With its double Titanium & rubber rim and its elegant tone on tone color, this TAG Heuer DRIVE Titanium model embodies perfectly the elegance and performance-oriented mindset of the paddock.

TAG Heuer Mini Vingt-Sept TH40036U 02C: The TAG Heuer Mini Vingt-Sept embodies precision and elegance in a refined, compact form. Featuring the iconic 27° hinge with a distinctive elliptical folding mechanism, it offers a seamless blend of innovation and craftsmanship. Available in rimmed and rimless designs, it balances lightness, comfort, and aesthetic excellence.

TAG Heuer DRIVE Bio-Nylon TH40048I 91N: This TAG Heuer DRIVE line arises from TAG Heuer passion for Formula 1 and exudes the spirit of Grand Prix days, and the energy of race cars.

The texturized rubber temples - directly inspired by tires -are not only the signature of this elegant and sporty look, but they also bring a nice texture, good grip, and comfort to these sunglasses. With its sporty front shape and subtle red touch on the hinge, this TAG Heuer DRIVE Bio-nylon model embodies perfectly the elegance and performance-oriented mindset of the paddock.

VUARNET Glacier 01 - VU40001U: The Vuarnet Glacier has been an icon of the brand since 1974. Vuarnet pushes the innovation of Glacier with new transparent and colored removable side shields. Glacier 01 is built using high quality materials such as acetate and beta titanium, as well as authentic Vuarnet mineral lenses.

Legend 02 - VU40017U: Vuarnet's original and most recognizable frame. Worn by Jean Vuarnet when he became an Olympic champion in 1960, favored by personalities such Romy Schneider and Mick Jagger. This model is made of bio nylon for comfortable all-day wear. Vuarnet Mineral glass lenses offer pure optical clarity, superior protection against intense lighting conditions and unparalleled scratch-resistancy.

Ice 04 - VU40052U: Inspired by the brand’s Glacier model, the Ice 04 features rubber removable side shields for customizable protection. Adjustable bio nylon frames for comfortable all-day wear. Mineral glass lenses offer pure optical clarity, superior protection against intense lighting conditions and unparalleled scratch-resistancy.