Davos: The World Economic Forum in Davos is usually dominated by debates on the global economy, geopolitics and climate risks. This year, however, an unexpected fashion moment briefly stole the spotlight when French President Emmanuel Macron arrived wearing dark aviator sunglasses, sparking comparisons to a secret agent straight out of a spy film.
It was not a policy speech or a sharp remark that set social media buzzing, but the sunglasses themselves. Images of Macron’s arrival spread rapidly online, with users joking about his James Bond–style look and others speculating about a possible injury or dramatic makeover. The curiosity, as it turned out, had a far simpler explanation.
The French leader was wearing the shades to cover a minor and harmless eye issue. Yet the understated reason did little to dampen the frenzy. Instead, it triggered an unexpected commercial surge for the little-known French eyewear brand behind the glasses.
Brand Overwhelmed by Attention
The sunglasses were made by Maison Henry Jullien, a heritage French brand known for hand-assembled eyewear crafted using an ancient manufacturing technique. Within hours of Macron’s appearance, interest in the brand soared.
Stefano Fulchir, president of iVision Tech, the company that owns Henry Jullien, said the brand’s website crashed under the weight of sudden global attention. He said he first learned about the moment when French opticians began calling him in excitement to say that the president was wearing their glasses.
As news spread, the company’s website remained inaccessible for most of the day as visitors rushed to learn more about the sunglasses and place orders.
Fulchir described the day as extraordinary, saying he felt honoured that the French president had chosen to wear their product, even if the attention came from an entirely unexpected moment.
Not Just a Fashion Statement
The sunglasses worn by Macron were not a recent purchase. In 2024, the French president had acquired a pair of Pacific S 01 Double Gold sunglasses after his office contacted the company while sourcing a diplomatic gift.
When the company learned that the glasses were intended for the president, it offered to provide them free of charge. Macron declined the offer and insisted on paying for them personally. According to Fulchir, the president took particular interest in ensuring that the glasses were entirely made in France.
The sudden global interest has also drawn attention to the price. The sunglasses retail for €659, roughly Rs 71,000, placing them firmly in the luxury category. Fulchir has described the eyewear less as an accessory and more as an investment, reflecting the craftsmanship and materials involved.
