Prescription glasses have shaken off their ‘geeky’ image and are increasingly being viewed as another accessory with which to create an aesthetic. This shift in perception is causing the eyewear market to diversify, with independent, direct-to-consumer brands challenging the industry’s titans.

In just over a decade, eyewear has become a vital fashion accessory, loved by both the short-sighted and those with 20/20 vision. As D2C brands and lower prices democratise the sector, people are experimenting in radical ways, with some changing their eye colour as they would their clothes.

High street fashion brands are struggling to keep up with the changing times, and the popularity and convenience of online shopping. However, since consumers still love to shop in-store, the end is not necessarily nigh. What can fast fashion brands do to reach shoppers on the high street?

Britons want the high street to remain a central part of their town or neighbourhood, but many of them think it’s lacking in convenience and variety. The cultural shift towards digital retail has given shoppers high expectations of choice and ease that aren’t being met on the high street.