Willows is a new sunglasses brand that several TikTok creators recently profiled for their unique design. Instead of armbands, the sunglasses have "chain arms" with crystals at the base to keep them in place.
To wear the shades, put the frames on the bridge of your nose and hang the chain around the back of your ears. Alongside the traditional way of wearing the sunglasses, the brand also shows how to sport the shades behind the neck, using the chain to tie it together in the front to "create a 'necklace' when the sun sets."
The success of the social media content has been so great that many brand styles are now sold out. However, many styles and pre-ordering of new styles are available on the platform.
Image Credit: Willows
What's Driving This Trend
- Social-media Driven Eyewear Innovation
- The popularity of Willows sunglasses on TikTok demonstrates the potential for social media influencers to drive demand for unique and unusual eyewear designs.
- Revamped Sunglasses Design
- Willows' chain arms are a revamped take on the traditional armbands for sunglasses and could prompt other eyewear designers to re-evaluate their own designs.
- Multi-purpose Sunglasses
- Willows instructs wearers to wear their sunglasses behind their neck using the chain to create a necklace, indicating a potential trend in multi-purpose accessories.
Who This Affects Most
- Eyewear
- Willows' innovative sunglass design demonstrates a disruption opportunity for the eyewear industry to rethink how sunglasses are worn and designed.
- Fashion and Accessories
- Willows' success on TikTok and its multi-purpose design may prompt similar disruptions for other fashion and accessory brands.
- Social Media Marketing
- Willows' success on TikTok highlights an opportunity for other companies to leverage social media influencers to drive demand for unique designs and products.
