Los Angeles-based eyewear brand Giant Vintage has surged in popularity among celebrities since 2020 thanks to CEO Annabelle Gonzalez’s curation of authentic vintage frames and focus on sustainability, making vintage eyewear a modern fashion statement.

Giant Vintage, the Los Angeles-based eyewear brand known for authentic frames dating back to the 1960s, has experienced a significant resurgence in celebrity fashion circles since 2020 under the leadership of new owner and CEO Annabelle Gonzalez. The brand, originally founded in 2004 and known for its vast collection of genuine vintage eyewear, underwent a strategic rebranding that transformed it from an industry secret into a highly sought-after label among Hollywood’s A-listers.

Annabelle Gonzalez, speaking to Optical Prism Magazine, detailed her vision upon taking the helm in 2020. She explained, “I took the thousands of vintage pieces they had and turned the website into a more curated collection that aligned with my vision.” Gonzalez personally hand-sources the majority of the brand’s frames, with many being deadstock pieces obtained from across the globe. Her styling background and commitment to sustainability have driven her approach to curating collections that resonate with contemporary fashion trends, such as the feminine Just A Girl line and the animal-print Cheetah Collection. She added, “I love that I am able to take these hidden treasures and bring them back to life 20 to 40 years after they were made.”

The timing of Giant Vintage’s relaunch coincided perfectly with the rising popularity of archival fashion and a growing focus on eyewear as a key accessory among celebrities. This confluence has helped cement Giant Vintage’s status as a staple brand within fashion’s vintage and eyewear niches. Gonzalez remarked, “Having a brand like Giant Vintage in the game ensures eyewear is always having a moment. I think people are finally starting to realize how important eyewear is.”

Among the brand’s most notable advocates is supermodel Bella Hadid, who originally brought Giant Vintage glasses into the Hollywood spotlight in 2020. She has been photographed frequently sporting the label, pairing iconic ‘90s and early 2000s styles with runway-worthy ensembles. For example, Hadid wore the Riot Office Core Glasses with a Roberto Cavalli denim skirt set and knee-high boots, and later sported the Fresca Square ‘90s Glasses alongside micro shorts and clogs inspired by Proenza Schouler’s design.

Model and influencer Hailey Bieber has also been a key figure in showcasing Giant Vintage eyewear, especially during her maternity period. She wore the Wealthy Small ‘90s Sunglasses with a leather vest and coordinating blazer, highlighting the brand’s Y2K-inspired appeal. Bieber was also seen wearing the Tito Sunglasses, featuring black rectangular frames with orange lenses, styled with Levi’s jeans and a Jacquemus blazer.

Other celebrities who have embraced Giant Vintage include Emily Ratajkowski, who added color to her ensemble with tortoiseshell Hoja Sunglasses; Paris Hilton, who paired the bold Boom sunglasses with a rhinestone-embellished chainmail mini dress; and Camila Cabello, who channeled a sporty ‘90s vibe in the rectangular Visionary Sunglasses. Rising star Doechii was spotted in the slim Maximum Security Bayonetta Glasses paired with designer attire, while Lady Gaga donned Moray Cat-Eye Sunglasses during her February 2025 appearance on Saturday Night Live.

Giant Vintage’s success is also evident in the rapid sellouts of many styles, particularly those inspired by the ‘90s and early 2000s, a reflection of the enduring influence of that era on contemporary fashion. Gonzalez noted the personal influence of growing up in the early 2000s on the brand’s aesthetic: “Because I grew up in the early 2000s, my brand pays homage to that era and how pop culture influenced my perception of fashion.”

Looking ahead to the spring and festival season of 2025, Giant Vintage is preparing to launch new styles featuring bright colors and statement designs, including the Bayonetta frames. Gonzalez shared, “We’ve got some super hot styles coming, including Bayonetta frames perfect for spring and festival season. Expect bright colors and statement pieces.”

With a growing community of followers and a roster of celebrity supporters, Giant Vintage continues to build its brand identity and influence within the fashion world. Gonzalez’s plans include collaborations with artists and high-profile figures who embody the brand’s distinctive aura, signaling that Giant Vintage’s journey is far from over.

The Optical Prism Magazine is reporting on this notable revival of vintage eyewear, detailing how Giant Vintage has positioned itself at the crossroads of sustainability, nostalgia, and fashion-forward design, making it a leading choice for those seeking authentic and stylish frames from past decades.

Source: Noah Wire Services