Way more you; eyes + more unveils new branding and campaign with Sylvie Meis
Hamburg, Germany - eyes + more, one of Europe’s fastest-growing eyewear retailers, today unveils its new brand positioning and international campaign starring fashion icon and television personality Sylvie Meis, with the brand theme “way more you.” The launch marks a significant next step in the retailer’s European growth, strengthening eyes + more’s position at the intersection of fashion, lifestyle and accessible eyewear.
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Brand ambassador: Sylvie Meis
Central to this new chapter is the appointment of renowned fashion icon and television personality Sylvie Meis as the official brand ambassador. Sylvie Meis is one of Europe’s most recognizable style icons: a successful entrepreneur, television host and trend pioneer who effortlessly moves between glamour, business and everyday life. Known for her versatility and confident self-expression, she embodies the idea that style is not one-dimensional but constantly evolving. This makes her a natural fit for eyes + more and its new “way more you” positioning, celebrating the freedom to show every side of who you are. Besides featuring prominently in the "way more you" campaign, Meis will also collaborate on an exclusive line of eyes + more designer eyewear. This partnership underscores the brand's commitment to accessible fashion appeal.
Positioning: “way more you”
The “way more you” brand theme celebrates freedom of self-expression. By moving beyond traditional functional eyewear marketing, eyes + more positions itself at the intersection of fashion and lifestyle. The brand encourages customers to embrace the many faces of their individuality through a vast, ever-evolving collection of frames, ensuring that high-end style is never a luxury, but a standard. And turning glasses from need-to-haves into want-to-haves.
Strategic growth and European expansion
The new branding and campaign support eyes + more’s unabated challenger growth trajectory. Currently operating over 300 stores, the retailer has the ambition to expand by 60 new stores in Germany, Austria and Sweden in 2026, equivalent to opening one to two new stores per week.
With the ambition to reach 1,000 stores over the next few years, the new branding and campaign provides emotional resonance and a scalable communications framework: a vital ingredient in the mix to win market share across Europe.
Bart van den Nieuwenhof, CEO nexeye / eyes + more
Multi-touchpoint media strategy
The campaign’s narrative will be brought to life through a multi-touchpoint media strategy:
● Dynamic storytelling: a series of "Sylvie & Friends" TV and online films showcasing a vibrant, inclusive shopping experience.
● Distinctive brand assets: a claim on the color orange and a unique "way more..." linguistic construct ensure high brand recall.
● Omnichannel experience: a seamless transition from digital social content to a refreshed in-store environment, aligning the physical and online shopping experience with the new branding.
Through this cohesive branding, eyes + more reinforces its dual promise: providing the latest fashion trends while maintaining the transparent, value-driven service that has fueled its success to date.
eyes + more continues to grow across Europe and celebrates a milestone with its 300th store in Linz, Austria. Stylish eyewear, transparent pricing, and a free eye test.
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