Vuarnet Debuts Dolomites Campaign and New Alpine-Inspired Line

Vuarnet has launched the next chapter of its “It’s a Vuarnet Day” campaign, filmed in the Dolomites and centered on the brand’s balance of performance and refinement.

The new chapter celebrates adventure through the eyes of three Vuarnet Fellows: professional skiers Dylan Ladd and Carly Margulies, and paraglider François Montuori. Their stories frame the campaign as a portrait of clarity, endurance, and connection to nature.

From Slopes to Sky

Each featured athlete expresses a different side of what a Vuarnet day represents. For Dylan Ladd, it is freedom on the slopes and the confidence that comes from being fully in control of the descent. Carly Margulies describes the challenge of pushing further while relying on Vuarnet lenses to reveal every detail in shifting light. For François Montuori, the experience is defined by silence and perspective, suspended in air and supported by gear designed for precision and trust.

Shot across the dramatic landscapes of the Dolomites, the campaign presents Vuarnet eyewear as an essential companion for performance and exploration. The imagery captures both the stillness and intensity of mountain life, placing equal focus on motion and clarity.

New Eyewear and Apparel Arrivals

Alongside the campaign, Vuarnet is introducing several new product releases. The Racing 06 reimagines one of the brand’s performance models with sharper geometry, while the Arctic 03 combines mountain-ready protection with a refined profile. The ICE 03 and ICE 04 extend the company’s most recognized frame family with new finishes and detailing. Each design reflects Vuarnet’s approach to blending technical precision with visual restraint.

The new eyewear launches arrive with a skiwear capsule collection that applies the same thinking to apparel. These pieces combine technical functionality with French tailoring, serving both professionals and enthusiasts across alpine environments. The capsule is designed to perform in demanding conditions while maintaining the clean aesthetic Vuarnet has developed over decades.

This evolution follows the trajectory set by the brand’s earlier product releases that merged optical engineering with design precision. You can read more about Vuarnet’s ongoing work in eyewear innovation in our feature on PolarLynx lenses, which explores how lens design influences light management for outdoor professionals.

Heritage and Modern Direction

Vuarnet continues to anchor its identity in its founder’s legacy. Jean Vuarnet’s influence on alpine culture, from his downhill gold medal to the creation of Avoriaz and Portes du Soleil, remains visible in every new release. The Dolomites campaign reaffirms that lineage by combining a sense of adventure with technical control.

By highlighting athletes who work across snow and air, the campaign positions Vuarnet lenses as a reliable tool for changing light and perspective. It also reinforces the brand’s broader message of clarity and endurance across all its categories, from eyewear to apparel. You can explore more on how heritage brands continue to evolve in performance design in our piece on Thélios and modern luxury eyewear.

Availability and Reference Images

The Dolomites chapter continues the “It’s a Vuarnet Day” story that began as a call to embrace outdoor living with focus and clarity. It arrives alongside the latest eyewear and skiwear releases now available through authorized Vuarnet retailers and online at vuarnet.com.

Vuarnet Racing 06 | MSRP: $310 – the latest in the Racing collection, blending bold precision and curved bio-nylon frame with advanced lens options