How did you come up with the idea for Frames Curated By?
Marta: I started a business during the pandemic called Flores by Floren with my friend Amparo. I designed the bouquets inspired by some of my favorite movies and Amparo did the photographs for IG. One of the movie inspired bouquets was The Virgin Suicides by Sofia Coppola. It was a beautiful project, but unfortunately, we lacked the necessary infrastructure at the time.
Later, when discussing Frames Curated By with my family, we agreed it would be a good idea to incorporate my passion for film as part of the project, blending it with our expertise and experience in the eyewear industry.
Amalia, tell us about your experience as an Optometrist.
Amalia: I started working at our store in Ponferrada so I could learn from the best. After receiving my training there, I moved to New York City and worked for two years with a retina specialist doctor in his offices in Brooklyn and Manhattan.
Upon returning to Europe, I worked in London for a year at one of the busiest optical stores on Oxford Street. The constant influx of customers enabled me to see and treat a variety of patients with different conditions.
I am now back in Spain and have been living and working in Madrid since 2019.
Frames Curated By is not a regular online store. How does it work?
Amalia: Every two months, we select someone we admire to curate a selection of frames inspired by a movie they love. A collection made between our selection of independent brands that we work with.
Marta: We also want to support our curators and their vision so every collaborator will have the freedom to bring something else they love besides eyewear. Our next collaborator, the Architecture and Design Studio Burondo, will contribute unique ceramic pieces they’ve selected for us.
Why do you work only with independent brands?
Marta: It just burns my eyes when I see actors, directors and people I admire for their underground vision wearing the same brand and frame over and over again. Then you see Albert Serra’s latest film Pacifiction and you see how important it is to make the right choice. When I think of Benoît Magimel’s character, the first image that comes to mind is his stunning white suit and superb sunglasses with blue photochromic lenses.
Photo: www.andergraun.com
Currently, there are brands producing excellent collections across all price ranges. Brands that dedicate time and effort from the design process to the actual manufacture of the frames. Behind those brands are people that respect the craft and work with people and families that come from a tradition in eyewear. I want to support them.
Why do you think it is important to pick up the right frame?
Marta: Choosing the right pair is crucial. We normally don’t have 10 pairs of prescription glasses and you wear them everyday with every outfit so you have to choose wisely.
Same thing happens with sunglasses. Unless you’re fortunate enough to own a collection, choose a pair that resonates with your style and personality. Unless you like being one of the herd, I don’t see why anyone would choose a mainstream frame today. I understand there are some iconic models but I believe it has to do more with the lack of information about other great brands and the knowledge of what’s behind mainstream brands right now. Their design and production process is quite disappointing. To me there is nothing more iconic than being unique.
Who will be your dream collaborator for Frames Curated By?
Marta: Without a doubt, my dream collaborator would be Larry David. He is such an icon in so many ways and he has been wearing an iconic pair of eyewear ever since I can remember.
Amalia: For me, it would be my fiancé Camilo Corredor and Leonardo DiCaprio. In my eyes, they are the two most handsome and stylish men.
