Fivefourfive brings its eyewear collection to Forte dei Marmi pop-up

From May 31 to June 2, 2025, Forte dei Marmi was the stage for a debut that marks a key moment for the new Italian lifestyle aesthetic: Fivefourfive chose the historic Piazza del Fortino for the launch of its first Resort Pop-Up. In collaboration with Indice, an excellence boutique in the field of design eyewear, the brand created an event that goes beyond the classic concept of a temporary showcase. It was a cultural intervention, a visual statement, and a clear declaration of intent: to tell the story of contemporary Italian lifestyle through forms, textures, and atmospheres that speak to a new generation. The choice of Forte dei Marmi is no coincidence. A symbolic location of Tuscan seaside charm and a historic vacation destination among elegant dunes and noble pine forests, today it also serves as an aesthetic hub where tradition meets a more refined, less ostentatious idea of luxury, yet still full of meaning. Here, Fivefourfive built an immersive experience that successfully blended the rigor of design with the lightness of a summer narrative. The pop-up, set up inside Indice, hosted for three days a curated selection of objects, visions, and inspirations, among which stood out the official launch of the first eyewear collection by Fivefourfive: 545 Look Through.

This new eyewear line represents the perfect synthesis between form and function. Three different models, six color variants, and a unisex concept that looks to the future while maintaining a connection with Italian manufacturing tradition. Model 01 stands out for its classic and essential silhouette, with balanced volumes and frames like Ash Black and Capri that convey understated elegance. Model 02 is the boldest option, with sharp lines and lightweight frames ranging from transparent Champagne to deep black. Model 03, on the other hand, pays tribute to the double bridge style of the 1950s and 60s, reinterpreted with contemporary materials like amber and martini green. To mark the occasion, a limited-edition preview of Model 02 was unveiled, featuring a tortoiseshell brown frame and orange lens: a tribute to the light and warmth of the Italian summer. Alongside the eyewear, the pop-up also showcased the Vista Mare capsule collection, a summer selection embodying an ideal of effortless elegance, with light garments, fluid lines, and a relaxed aesthetic that translates the brand's philosophy into clothing: living simply without giving up a refined outlook on the world. The selected fabrics, natural palettes, and airy volumes portray a summer lived between sea and city, between the shade of curtains and the afternoon light, between free beaches and hidden terraces.

But this project goes beyond launching a new collection or testing a temporary format. It is a conscious attempt to craft a new narrative of Italian lifestyle: more authentic, more aware, more human. In a time when many Italian tourist destinations have become showcases for ostentatious luxury tourism often disconnected from the territory, Fivefourfive’s initiative stands out as a countercultural gesture. The pop-up offered an alternative vision, where luxury is not about excess, but about care, curation, storytelling, and aesthetic sense. In a hyper-mediated age, where every gesture seems designed to be photographed, tagged, and shared, Fivefourfive’s proposal instead invites us to slow down, appreciate details, and rediscover the value of direct contact with objects, materials, and people. It is an invitation to disconnection, to live summer moments that don’t need digital performance to be meaningful.