Vuarnet Explores New Heights In The Dolomites With The Next Chapter Of “It’s a Vuarnet Day”

VUARNET reveals the next iteration of the IT’S A VUARNET DAY campaign. Set against the dramatic backdrop of the Dolomites, this chapter continues to celebrate VUARNET’S pioneering spirit, blending performance and elegance while inviting everyone to seize the day with clarity, resilience, and style.

“The IT’S A VUARNET DAY campaign is an open invitation to live fully, to embrace the outdoors with passion and purpose,” said Alessandro Zanardo, Thélios | LVMH Eyewear Excellence & VUARNET CEO. “In the Dolomites, we showcase once again how VUARNET lenses empower champions and dreamers alike to envision their own horizons.”

This new chapter features the daring journeys of three VUARNET Fellows: professional skiers Dylan Ladd and Carly Margulies, and paraglider François Montuori. Together they embody VUARNET’S values of l’esprit sportif—courage, resilience and openness to the world— taking flight on snow and in the sky to reveal the pure beauty of light and movement.

For Dylan Ladd, a VUARNET DAY means “freedom on the slopes, carving lines with confidence and feeling both grounded and limitless.” Carly Margulies adds, “The mountains challenge me to push further, and VUARNET lenses ensure I see every detail with absolute clarity.” For paraglider Francois Mountouri, the essence lies in “the silence of the air, the immensity of the horizon and the trust in performance equipment that keeps me connected to nature.”

Shot in the breathtaking peaks and valleys of the Dolomites, the campaign honors Jean VUARNET’S legacy as a free-spirited champion and visionary innovator. From snow to sky, VUARNET eyewear is revealed as a companion for every pursuit and delivers unmatched protection and clarity through its handcrafted mineral lenses and signature LynxTM technology.

The campaign coincides with the launch of VUARNET’S latest product innovations, expanding both eyewear and apparel. The new Racing 06 reimagines a performance classic with bold precision, while the Arctic 03 elevates mountain-ready design with refined protection. Two additions to the ICE family, 03 and 04, bring fresh interpretations of VUARNET’S timeless alpine icon, engineered for resilience and style in every environment. Complementing the eyewear, the skiwear capsule merges technical expertise with French elegance, offering high-performance apparel crafted to accompany professionals and enthusiasts from peak to valley with confidence.

The IT’S A VUARNET DAY campaign continues to build on VUARNET’S heritage: a brand born from the slopes, embraced by legends across sport, cinema, and culture, and today inspiring a new generation of explorers.