Safilo has announced the expanded 2025 Carrera Pat Cummins Selection, building on the success of its groundbreaking partnership with Australian cricket captain Pat Cummins, initiated in 2023.

WRITER Melanie Kell

Unlike typical celebrity eyewear partnerships that rely purely on brand association, the Pat Cummins Selection represents genuine collaboration – something unprecedented in Carrera brand history.

“When we announced that Pat Cummins was our Brand Ambassador in 2023, we celebrated this partnership with Pat modelling his favourite Carrera eyewear designs in our advertising imagery,” explained Matthew Bradshaw, the Marketing Manager for Safilo in Australia.

“However, this was just the start. The longer-term plan was for Pat to not only wear Carrera eyewear, but to be directly involved in the selection and design of his own eyewear models, both optical frames and sunglasses.”

That plan has now come to fruition with Cummins working with Safilo’s frame design team at its head office in Padua, Italy, to select his favourite Carrera models and apply his own colour palette and signature styling. This hands-on approach ensures authenticity that discerning customers can appreciate.

“The Pat Cummins Selection utilises the stylishly bold Carrera DNA and adds an Australian touch of green in the frames with gold copy and signatures on the lenses and temples,” Mr Bradshaw said. “This is the first time globally that the Carrera brand has used these additional colours for a co-branded collection.”

Another standout feature within the Pat Cummins Selection is the inclusion of optical frames with magnetic sunglass clip-on attachments. Cummins specifically requested these be included in both the 2024 and 2025 collections, recognising their practical appeal for active lifestyles.

“These optical plus sun frames deliver the bold styling of the Carrera brand but also the versatility of being both an optical solution and pair of sunglasses,” noted Mr Bradshaw.

“For practices serving patients with active outdoor lifestyles or those seeking value in multifunctional eyewear, it’s a feature that addresses a genuine clinical need.”

Carrera’s customer base traditionally comprised individuals wanting to make a bold statement with their eyewear while maintaining style credentials. The addition of Carrera Woman and Carrera Sport collections expanded this demographic to include those seeking more feminine or sport-specific designs.

Now, with the addition of the Pat Cummins Selection, Carrera is also targeting a specific but substantial market segment: consumers who appreciate Carrera’s traditionally bold styling but also seek something with local relevance.

For Australian practices, this broadening appeal presents a valuable opportunity for sales growth, particularly those serving patients who value both fashion-forward design and national identity.

The Carrera Eyewear design team has been designing iconic eyewear collections for decades. From the initial Carrera designs in 1956, curated by founder Wilhelm Anger, the brand has focussed on creating innovative styles that combine high performance technologies with bold sports-led design and unwavering durability. Each collection is designed in Italy then manufactured in one of the many Safilo production facilities located all around the world.

The Pat Cummins Selection is no different, with frames manufactured using the company’s established production technology. This ensures consistent quality while offering the unique colouring and signature styling exclusive to the new collection.

The eyewear industry continues to evolve alongside global fashion trends, with innovations in materials, lens technology, and frame design driving consumer interest.

For optometry practices evaluating the Pat Cummins Selection, several factors support its inclusion in frame displays. The collection addresses multiple market segments through its range of optical frames and sunglasses that are suitable for casual, business, and sporting situations. The magnetic clip-on functionality adds practical value that can be easily demonstrated to patients, potentially supporting higher-value sales through genuine utility rather than pure aesthetic appeal.

And Australian design elements provide a point of differentiation from standard international collections while maintaining the manufacturing quality expectations associated with the Carrera brand.

Finally, the collection provides genuine celebrity association that so many consumers crave.

The Carrera Pat Cummins Selection is distributed by Safilo (AUS) 02 9540 0555.