The So Soon Team

The So Soon Team

Padova, Italy – Italian fashion eyewear designer Matteo Livans announces the launch of So Soon, a new-generation boutique design firm unique in the optical industry designed to make the unparalleled Italian eyewear heritage available to the international audience. Matteo Livans recently resigned from his position as Senior Eyewear Designer at Valentino, where he worked over the last 2 years
on the eyewear collection relaunch.

Serving as an independent multi-disciplinary cluster of young professionals specializing in fashion eyewear, So Soon is structured to reproduce on a small scale the vertically integrated design center of the Italian eyewear companies, providing all the activities related to the development of a collection from inception to commercialization. “Italian companies have successfully monopolized the eyewear market for decades by making large investments on design, technologies and human resources. As competition is getting global, smaller players who can’t afford such internal facilities are likely to remain cut off from the game”, Livans said. “So Soon has been launched to fill this gap: it’s our mission to make this Italian expertise on design, product development, marketing, graphic design and communication globally available to optical companies and fashion houses”.

As creative director and head designer, Matteo Livans will be joined by marketing veteran Antonio Piazza who will be in charge as brand development manager. Technical designer Amar Amoretti, who worked on brands such as Beverly Hills Polo Club, will be working as CAD designer. Additionally, award-winning graphic designer Fabio Trovato, well known for his visual designs aired on MTV, will head up the graphic and web division. The team also proudly appointed plating expert Paolo Bersaglio, former technical manager for world leader companies in the jewelry plating sector, as responsible for the colors and materials R&D department. Anna Oberhauser, who handled the PR for Alessandro dell’Acqua and Alexandra de Curtis and works with fashion and luxury brands, will round out the team overseeing public relations activities for all the clients of So Soon.

By investing in the specific specialties of each expert within the team, So Soon will be offering the service of a big design agency while maintaining the flexibility of a freelance consultancy. “Chances are over for ordinariness in today’s market, incoming challenges require a different approach to be the standard not only for standing out, but just to remain competitive”, Livans said. “The success of the Italian eyewear industry has been determined by such straight forward attitude towards both style and business”, Piazza went on to say. “Additionally to the finest design, So Soon will provide comprehensive strategic plans and trend forecast services such as WGSN for enabling wholesalers and emerging brands to be structured like the big firms on an easy way, helping them establishing their own brand on an international basis”.

Matteo Livans is a twice MA graduated Italian product designer, having designed international eyewear and sunglasses collections for top fashion brands such as Armani, Hugo Boss. With over 8 years of experience in bringing to market fashion and luxury eyewear, Matteo has been working as full-time designer in both fashion houses and optical companies, such as Sàfilo for three years. He as well has previously been part of the design team of Allison where he designed such iconic brands as Vivienne Westwood, Gianfranco Ferrè and Romeo Gigli.

For more info please visit:

Press Contacts:
Antonio Piazza
+39 348 8357166

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