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Bebe Entering Eyewear Market

The brand is launching a new collection of sunglasses for spring.

BEBE FETES SUNGLASSES: Bebe is entering the eyewear market with a new collection of sunglasses for spring. “Bebe is a lifestyle brand, and aside from our apparel, non-apparel is a big part of our business,” said Steve Birkhold, CEO.

“Launching sunglasses was a natural next step in expanding our accessories collection and rounding out our girls’ lifestyle needs. We wanted to create a collection that revitalizes timeless shapes and offers new interpretations on the classics — something that our Bebe girl can have some fun with.”

The range, which includes a variety of styles done in mixed metal and plastic, retails for $68 to $88 and will be sold in-store and online.

To fete the launch, Bebe’s current campaign girl, Nina Agdal, will host an in-store event on Thursday at the brand’s South Beach boutique. “If you’re launching a sunglass collection, you do it in South Beach,” Agdal told WWD. “I don’t think there could be a better place.” Fresh off her Sports Illustrated Suimsuit Edition cover, Agdal is no stranger to the beachwear market. “Sunglasses create such a sexy and mysterious look,” she said. “I love to wear a cat-eye shape when I’m wearing a dress and heels — it’s so glamorous, but I stick to my aviators at the beach.”