Sam’s Club and Walmart are jointly launching Elton John’s first eyewear collection in a rare collaboration on an exclusive-label launch by the retail siblings.
While an eyewear launch is a seemingly natural fit for a musician known for decades for his prominent and stylish frames, this is his first. It was developed in collaboration with the retailers.
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The Foundations Collection, first from the collaboration, launches Monday at Sam’s Club and samsclub.com, then later in the week at Walmart. It includes 36 frames unique to Sam’s and 24 unique to Walmart, retailing for $95 to $100 in prescription, non-prescription, sun and reader varieties.
Each frame has a name bestowed by John himself, such as “Rocketman” in reference to his hit single and 2019 Academy Award-nominated biographical musical of the same name. Other versions include “A-List” to commemorate the peak of his career, and “Prodigy” in honor of his rise from a shy piano prodigy in the U.K. Each frame has a signature temple tip silhouette with an “E” Star mark.
“The line is designed to have something for everyone,” John said in a statement. “It’s not about glasses. It’s about changing the way people see themselves.”
The eyewear collaboration with Walmart is the latest step in the 74-year-old musician's late-career emergence as a pitchman and brand licensor. John also co-stars with Lil Nas X as the latest celebrity duo in a campaign from Special Group for Uber Eats.