Design Thinking: Selima Optique

Image courtesy of Selima Optique.

In Graduate School, professors love to discuss "Design Thinking." Design Thinking is an iterative process in which we seek to understand the user, challenge assumptions, and redefine problems to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding (Dam and Siang). Design Thinking enables companies to understand consumer needs.

Image courtesy of Selima Optique.

In this article series, I contacted different companies to learn how organizations apply Design Thinking. I spoke with the Selima Optique Team to learn how the company incorporates design thinking into its products.

Image courtesy of Selima Optique.

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Selima Optique Interview

1. What makes Selima Optique different from other eyewear brands?

Selima Optique combines high fashion with everyday function, blending tradition and modernity to create truly timeless eyewear. Selima operates eight boutiques in Paris, New York, and LA, and her edgy, innovative spectacles and sunwear have developed a loyal following. She's attracted the worldwide attention of media personalities, corporate CEOs, fashion designers, and people from all walks of life who want to see and be seen in a pair of Selima's edgy frames.

Image courtesy of Selima Optique.

2. How has Selima Optique evolved since its founding?

In 1993, Selima’s first boutique opened in SoHo and quickly became a rendezvous for all sorts of creative personalities who appreciated the quality craftsmanship of Selima's works. Since those early, heady days, Selima Optique has crafted custom frames for Bono, Liv Tyler and Madonna. These custom frame orders led to the official launch of the Selima branded eyewear collection at Barneys New York in 1996 through her shop-in-shop, the first of its kind. Selima also designs collections of specialty frames for fashion brands Jack Spade and J. Crew.

Image courtesy of Selima Optique.

Over the years, sources in fashion and cinema have inspired the creation of many Selima Optique frames, as much as the vintage frames that Selima herself collects. However, Selima's greatest source of inspiration has always been her daily interactions with her clients. Selima keeps herself busy at all eight boutiques. Selima Optique is the best-kept secret of the hip, the smart and, of course, the savvy. 

Image courtesy of Selima Optique.

3. How does Selima's background impact the company's designs?

   Selima was born along the Mediterranean Coast, and the rhythm of the Riviera is in her soul. She

   embodies French sensibility, style, and elegance. But her wit, whimsy, and avid curious mind are all

   her own, and they bring the brand to life.

   
   

   

   Image courtesy of Selima Optique.

   
   

4. What is the next chapter?

The next chapter is to continuing to make high quality eyewear to showcase one's style.

Image courtesy of Selima Optique.