Safilo will celebrate the brand’s major achievement with a special event uniting Australia’s optical industry for a bold, design-led anniversary moment.
Austrian-founded eyewear brand Carrera is preparing to mark a milestone that speaks as much to its heritage as to its enduring relevance.
At this year’s O-SHOW26 in Melbourne, the brand’s parent company Safilo will stage a one-hour industry-focused celebration designed to honour the brand’s legacy while reinforcing its contemporary edge.
Founded in 1956 by Wilhelm Anger, Carrera takes its name from the legendary Carrera Panamericana road race, a fitting origin for a brand rooted in performance and bold design. What began as a sports goggle company evolved into a global eyewear force, spanning sunglasses and optical frames that balance innovation, durability and unmistakable style.
That balance, described by Safilo marketing manager Matthew Bradshaw as “honest with design and quality, but also on the edge” remains central to Carrera’s appeal.
“It really suits people who want to show their style without being over the top,” he said. “It’s appealing without being arrogant.”
As the first day of O-SHOW26 (16-17 August) draws to a close, the Melbourne Convention and Exhibition Centre will transform into a Carrera-led celebration; an immersive, hour-long celebration inspired by a similar event Safilo ran at the MIDO optical trade show in Italy.
Bradshaw described the concept as a temporary transformation.
“During the day, it’s an optical trade show. Then, for that hour, the whole environment changes – the lighting, the music, the visuals – and it becomes Carrera,” he said. “It’s a celebration where everyone in the industry can come together.”
Attendees from across the optical sector including customers, partners, and even competitors are invited to share a drink, and collectively acknowledge the brand’s place within the industry. It’s a deliberately inclusive approach, positioning the anniversary as a shared milestone.
“This is about celebrating Carrera within the industry,” Bradshaw said. “It’s not about bringing in influencers or making noise externally. It’s about the people who are part of the industry.”
That focus also informs the product strategy surrounding the anniversary. Rather than launching a full-scale collection, Carrera will release a limited-edition range timed to coincide with the August event. Designed specifically to mark the 70-year milestone, the pieces will be available for a short period, reinforcing their commemorative nature.
“There will be a limited-edition range that directly celebrates the 70th birthday,” Bradshaw confirmed. “It won’t be an ongoing collection, rather it’ll be something special for that moment in time.”
While global ambassador Australian cricket captain Pat Cummins – who also collaborates on curated Carrera selections – will not attend due to Test cricket commitments, his presence will still be felt through a planned video message. It’s perhaps fitting of the event’s broader intent: to spotlight the brand itself rather than any individual figure.
“Pat is hugely important to the brand, but this event is about Carrera,” Bradshaw said. “It’s about celebrating its role in the industry over 70 years.”
Carrera’s longevity is, in many ways, a reflection of its adaptability. Its sunglasses collections continue to draw on iconic shapes refined over decades, while its optical lines explore a wider range of materials, forms and technical updates.
Together, they work to represent a brand that honours its past without being confined by it.
“Ranges like our Grand Prix 2 and Carrera 27 are the quintessential tried-and-trusted fast movers. We might update colours or lens technologies over time, but the core frame designs have been proven over decades and remain some of our best-sellers,” Bradshaw said.
