Italiano 
Piero Massaro: from the world of fashion to the world of eyewear, with the same passion and ambitious dreams
Our face, more than any other part of our body, is how people identify with us. So, considering eyewear as an accessory is reductive. It becomes a must-have that you choose and match with the same care and attention you would an outfit.
This was the starting point for Piero Massaro, who took his experience in the world of fashion and haute couture and applied it to eyewear, making a name for himself and his exclusive, one-of-a-kind products. Only 100 pieces of each Piero Massaro model are produced.
Piero started out in the fashion industry, coming into contact with some of the greatest names in the business; one such name was Gianfranco Ferré, who inspired him with his colours and haute couture creations.
His next experience was with Italiana Occhiali, where he met Roberta. They decided to set up their own company, Italiana Design, to create designer Italian eyewear: «At the start it was more a garage than a business!» says Piero. «There were just the two of us: I designed the eyewear, got the models made and then went out and sold them; Roberta was in charge of the administrative side of things and shipping».
A unique eyewear concept that celebrates Made in Italy
That was over 20 years ago. Today the Piero Massaro brand has a global following and is a familiar presence at all the top international trade events, from Milan to New York and Paris, even as far afield as Japan.
The world of fashion continues to be an important source of inspiration for the brand: «Rather than just making eyeglasses, we wanted to make ‘clothes’ for the face, applying my experience in the fashion world to the eyewear sector».
The result was outstanding eyewear, whose starting point was the materials: «Our eyewear concept is completely new. One of the most important stages in the process is our choice of materials because we use only the very best cellulose acetate, which we purchase from Mazzucchelli [long-standing company from Varese, ed.]. Our products are 100% Italian».
Both the frames and the lenses are made in Italy. «We work with Zeiss Italia; we commission our lenses and they are all made here in our country».
Exclusive design
«Eyeglasses have always been seen as a kind of ‘prosthesis’, something that holds two lenses together. I wanted them to be more than that. Yes, they would still hold two lenses but they would also be like a piece of clothing».
«People buy a pair of Piero Massaro glasses because they want to make a style statement, they don’t slavishly follow fashion because fashion can get old, while style always remains. This is the subtle but fundamental difference».
What makes these glasses unique is their design. «I’m a dreamer. I wanted to create a signature hinge for the Piero Massaro brand: so we came up with the bayonet hinge. I wanted it in AISI 316 L steel, the best there is, and I wanted it to be made in Italy, in the heart of the eyewear district».
All the materials the brand uses are processed and customised to ensure their exclusivity: «I’m not driven by fashion when creating my collections, I listen to my emotions. Travelling – literally but also with my imagination – is a great source of inspiration for me. I’m a dreamer, my mind is always on the go. Anything, even the smallest thing, can spark my creativity». Where will Piero Massaro’s next journey take him? «Anywhere where I can dream big».
Creativity that knows no bounds
The exclusivity of the brand is complemented by its great creative vision. «Two years ago, to mark the 18th anniversary of the Piero Massaro brand, we decided to launch a new collection, “Diciotto” (“Eighteen” in Italian). «The name is very symbolic: it is a nod to the fact that the new collection was launched in the eighteenth year of Piero Massaro, the fact that the sum of eight and one is nine – my favourite number; plus, when eight is placed horizontally, it is the symbol of infinity and, if we put the number one next to it, it looks like a pair of glasses».
«“Diciotto” is intentionally minimal in its style, it is worlds apart from the Piero Massaro brand but is crafted with the same pursuit of perfection and quality. “Diciotto” is not, however, a secondary line, let’s be clear about that». Piero came up with another exclusive hinge in AISI 316 L steel, the brand’s signature detail, for the new collection.
«What makes it different to the Piero Massaro brand is that it is not a limited and numbered edition but is still exclusive».
The emotion of crafting eyewear
«Our eyewear is produced almost exclusively in-house, apart from a couple of processes which we outsource to companies like D.F., who support us mainly in the production of equipment».
«D.F. is an outstanding partner: its attention to detail and accuracy are only two of its many qualities. I love working with people who are passionate about what they do and D.F. definitely has that passion. It’s amazing».
In the eyewear sector, just as in the fashion industry, Italy is a global benchmark and it is clear to see from the respect Piero has for the companies which work with him to create his eyewear and which share his passion.
The company’s latest project is new premises, which are currently being built and will be ready next year: a state-of-the-art facility where eyewear will be built from start to finish. It won’t be just a factory, but a place designed to inspire, with dedicated areas for listening to music and idea sharing.
