The role of Jeff Press at Luxury Optical Holdings continues to grow. After playing a key role in the success of Morgenthal Frederics for more than two decades, including the brand’s collaborations with Oscar de la Renta and Monse, Press is now also taking on the design and creative for Robert Marc NYC.
With it comes a new title: Press is now Chief Creative Officer of parent Luxury Optical Holdings.
“With his exhaustive knowledge of the category and insight as a licensed optician, Jeff brings with him a very unique perspective and expertise,” Timothy Mayhew, Chief Executive Officer of LOH said. “Over the past 20 years, he has been instrumental in building Morgenthal Frederics into a world-class brand and demonstrated tremendous range in designing eyewear collections for brands as diverse as Monse and Oscar de la Renta. He has already begun to apply that same creative spirit to Robert Marc NYC.”
Press, who joined the CFDA in 2015, has collaborated with Mykita, Maybach, Matsuda, and Chrome Hearts, among other. He has also worked with creative agencies Some Kinda Love and ForceMAJEURE to rebrand Morgenthal Frederics and Robert Marc NYC, respectively – motivated, as he put it, “by the opportunity to create products and craft stories that make people feel truly special. I strive to execute ideas that make them feel beautiful, confident and comfortable. Unique eyewear designs can transform a face like nothing else.”
The Spring 2019 campaigns demonstrate his touch, especially “New Light” for Robert Marc NYC photography by Arnaud Montagard and “The Expressionists” shot by Chris Chieco for Morganthal Frederics and featuring American Ballet Theatre principal dancer James Whiteside, photographer/filmmaker Warren Elgort, tattoo artist Friday Jones, and astrophysicist Christine Angel McLaren de Riordan.
Asked how he differentiates between the two brands, Press noted, “I don’t think my approach changes significantly. I am always focused with each brand I work on, at creating beautiful stories and pieces that speak to that brand. Working on Robert Marc NYC collection, opens the door to tell new stories to a new audience for me in acetate and titanium, and that is very exciting. For Morgenthal Frederics, I remain focused on working with the finest materials in the world, to create unique pieces that stretch the boundaries of what is possible with buffalo horn, and all the other amazing materials we use.”
He added that the brands have their own unique voices.
“We have worked on the creative for each brand, and I am excited with the directions of both,” he added.
“The new “Expressionists” creative platform for Morgenthal Frederics speaks to so many inspiring individuals, and I think the eyewear has always spoken to that unique palate of people. For Robert Marc NYC, ‘New Light’ speaks to the change in creative direction, using diverse models to highlight the campaign but truly focusing on the most amazing model in the world, New York City.”
