Prive Revaux is an American eyewear brand recognised for its celebrity-driven approach to sunglasses and optical frames. Established in 2017 by entrepreneur David Schottenstein alongside celebrity partners Jamie Foxx, Hailee Steinfeld, Ashley Benson, and Jeremy Piven, the label was created to combine fashion-forward design with relatively accessible pricing as an alternative to expensive designer eyewear [1]. Since 2020, Prive Revaux has operated as part of the Italian eyewear manufacturer Safilo Group, which acquired a controlling interest in the business and now lists it among its proprietary home brands [1].

Founding

Prive Revaux emerged in 2017 during a surge of digitally native fashion brands seeking to challenge traditional luxury pricing structures. David Schottenstein, an entrepreneur with experience in consumer businesses, founded the company with the ambition of disrupting the eyewear market. Rather than treating celebrity involvement as a standard advertising arrangement, the company built its identity around a group of collaborators. Jamie Foxx, Hailee Steinfeld, Ashley Benson, and Jeremy Piven were presented as “celebrity visionaries” involved in the brand alongside Schottenstein, while stylists Rob Zangardi and Mariel Haenn joined as creative directors [1].

The brand launched in the United States in June 2017 through an e-commerce, direct-to-consumer model. Early sunglasses were positioned at approximately US$29.95 per pair, a price point intended to make fashion-oriented eyewear significantly more accessible than traditional designer alternatives.

Early growth

The company’s central proposition addressed a gap in the market: consumers previously had to choose between inexpensive eyewear with limited design appeal or expensive luxury options. The initial collection featured over 100 styles with personality-driven names such as The Artist, The Socialite, The Boss, and The Godfather. The company emphasised handcrafted construction, polarised lenses, and fashion-oriented silhouettes.

Celebrity association was integral to the early marketing strategy. Jamie Foxx became one of the brand’s most recognisable public faces, while Benson and Steinfeld helped connect the company to younger demographics and fashion audiences [2]. Prive Revaux subsequently expanded beyond its initial online model; in August 2017, it entered Canada through Amazon.ca, and it developed retail relationships in the United States, including with America’s Best Contacts & Eyeglasses [3].

Acquisition by Safilo

A significant turning point occurred in 2020 when Italian eyewear manufacturer Safilo Group acquired a 61.34% equity interest in Privé Goods, LLC, the parent entity of Prive Revaux, for US$67.5 million. Announced on 10 February 2020, the transaction was driven by Safilo’s interest in Prive Revaux’s strong digital marketing, social media engagement, and e-commerce capabilities, which differed from the group’s traditional fashion licenses.

This acquisition formed part of a broader digital strategy for Safilo, which also acquired a controlling stake in Blenders Eyewear during the same period. Safilo continues to identify Prive Revaux as one of its Home Brands, alongside labels such as Carrera, Polaroid, Smith, Blenders Eyewear, and Seventh Street [1].

David Schottenstein

David Schottenstein is the entrepreneur principally associated with the creation of Prive Revaux. His objective was to challenge the conventional economics of designer eyewear and make fashionable frames available at substantially lower prices. Contemporary launch material identified him as the company’s founder and CEO [4].

Jamie Foxx

Academy Award-winning actor, comedian, and musician Jamie Foxx was arguably Prive Revaux’s most prominent celebrity collaborator. Involved as a founding celebrity visionary rather than merely a spokesperson, his association provided the young company with immediate Hollywood visibility. Foxx publicly articulated the company’s philosophy of offering attractive eyewear without luxury-level pricing [2].

Hailee Steinfeld

Actress and singer Hailee Steinfeld served as another founding celebrity visionary. Her involvement helped reinforce the brand’s connection to contemporary entertainment and fashion culture.

Ashley Benson

Known particularly for her role in Pretty Little Liars, Ashley Benson was part of the founding celebrity group. She has described her involvement as an opportunity to move into business and design beyond acting [5].

Jeremy Piven

Jeremy Piven, known for Entourage and various film and television roles, was included among the original celebrity visionaries associated with the brand [3].

Rob Zangardi and Mariel Haenn

Celebrity stylists Rob Zangardi and Mariel Haenn played a vital creative role, helping translate Hollywood styling sensibilities into commercially accessible eyewear. Safilo continues to identify them as the brand’s creative directors in its corporate descriptions [1].

Prive Revaux’s product range has expanded considerably from its original sunglasses-focused collection. Safilo describes the brand as a comprehensive eyewear proposition covering corrective lenses, sunwear, and accessories [1]. Current offerings include:

• Sunglasses
• Polarised sunglasses
• Optical/prescription frames
• Reading glasses
• Blue-light eyewear
• Accessories

The brand’s consumer-facing site presents sunglasses, readers, blue-light glasses, and prescription frames as major categories [6].

The central concept behind Prive Revaux is “accessible luxury.” While traditional luxury eyewear often relies on designer branding, fashion-house prestige, and premium materials to justify high prices, Prive Revaux places greater emphasis on design, celebrity influence, and perceived product value while maintaining comparatively accessible pricing. The brand summarises its philosophy as combining celebrity-inspired style, high quality, and affordable prices [1]. This approach is reflected in its visual identity; rather than relying on large visible logos, Prive Revaux has historically emphasised distinctive silhouettes and personalities.

Celebrity participation is the most distinctive aspect of Prive Revaux’s original business model. Unlike many eyewear companies that use celebrities primarily for advertising campaigns, Prive Revaux built the brand around celebrities as co-creators and brand personalities. This distinction leveraged the inherent connection between sunglasses and personal style, allowing consumers to immediately understand the intended aesthetic through association with specific actors or musicians.

This strategy positioned the company at the intersection of celebrity fashion, eyewear design, and direct-to-consumer commerce, enabling it to create brand awareness without the decades-long heritage typically associated with luxury eyewear houses.

Prive Revaux emphasises quality and lens technology as part of its value proposition. Official materials describe sunglasses as using polarised lenses with UVA/UVB protection [1]. The current site also promotes features including UV protection and varied frame materials [6]. This supports the brand’s positioning that consumers can obtain desirable styling and functional optical features without paying prices associated with luxury designer brands.

Prive Revaux began primarily as a direct-to-consumer e-commerce business. It subsequently expanded through retail partnerships, notably with America’s Best Contacts & Eyeglasses, which began carrying the brand in its stores and later expanded the partnership across US locations.

Following the Safilo acquisition, Prive Revaux gained access to the infrastructure and international expertise of a major established manufacturer and distributor. This combination of online commerce and physical retail facilitated the brand’s transition beyond its initial startup phase.

The relationship with Safilo Group is now fundamental to understanding Prive Revaux. Safilo, one of the world’s major eyewear companies with a history dating back to the late 19th century, transformed Prive Revaux from an independent celebrity-backed startup into a brand within a global group through its 2020 acquisition. Current corporate materials continue to describe Prive Revaux as a home brand and maintain the original founding narrative involving Schottenstein, Foxx, Steinfeld, Benson, Piven, Zangardi, and Haenn [1].

Prive Revaux operates in the affordable fashion and accessible-luxury eyewear segment. Its competitive proposition combines celebrity credibility, fashion design, functional eyewear, and relatively accessible pricing, placing it between mass-market brands and high-priced designer eyewear. The brand’s primary differentiator is the combination of Hollywood association and price accessibility rather than specific technical innovation.

Visually and culturally, Prive Revaux presents itself as:

• Celebrity-driven
• Fashion-conscious
• Youth-oriented
• Accessible rather than exclusive
• Expressive and personality-led
• Digital-first
• Hollywood-inspired

The brand’s messaging explicitly contrasts its “star power” with its prices, suggesting that celebrity influence should be visible in the design and cultural cachet rather than reflected solely in an inflated price tag [1].

Prive Revaux arrived at the intersection of several major changes in fashion retail during the late 2010s. First, direct-to-consumer e-commerce allowed young brands to build audiences without extensive traditional retail networks. Second, social media enabled celebrities to function simultaneously as spokespersons, influencers, designers, and distribution channels. Third, consumers increasingly sought “accessible luxury” products that borrowed premium aesthetics while remaining affordable. Prive Revaux combined these three trends into a single eyewear business.

• 2017 – Prive Revaux is founded by David Schottenstein with celebrity collaborators including Jamie Foxx, Hailee Steinfeld, Ashley Benson, and Jeremy Piven [4].
• June 2017 – The brand launches in the United States through e-commerce and direct-to-consumer channels.
• August 2017 – Prive Revaux expands into Canada through Amazon.ca [3].
• 2017–2019 – The company expands its retail presence and celebrity profile.
• February 2020 – Safilo announces the acquisition of a 61.34% stake in Privé Goods, LLC for US$67.5 million.
• 2020 onward – Prive Revaux becomes part of Safilo’s portfolio and is integrated into the group’s broader eyewear business [1].
• 2022–2024 – Safilo continues to identify Prive Revaux as one of its home brands in industry presentations and communications [1].
• 2026 – Safilo continues to list Prive Revaux as a brand in its portfolio [1].

1. Prive Revaux eyewear
2. Jamie Foxx, Privé Revaux aim to disrupt the eyewear industry and Warby Parker | Fox Business
3. /C O R R E C T I O N — Privé Revaux/
4. Privé Revaux Launches at Express
5. Ashley Benson Talks Stepping Outside Acting Comfort Zone | ELLE
6. Privé Revaux Sunglasses — Official Store | Designer Eyewear – prive revaux