NEW YORK, Sep 5, 2006/ FW/ --- On a groundbreaking move, LensCrafters, the retail destination for premium eyewear will be the first optical retailer to have a major presence in New York’s Fashion Week as it launches a multi-media advertising, marketing and public relations blitz during the Spring 2007 fashion season.

It all began early this year, when LensCrafters transformed its Fifth Avenue flagship store into a premium and stylish shopping destination and staked its claim in the fashion world.

"The response to our revamped stores and fashion-forward marketing messages this year has been tremendous and through a strong multi-media fashion effort this fall we are further celebrating how eyewear can be a style complement to any look," said Seth McLaughlin, senior vice president of marketing for Luxottica Group's North American retail division, home of LensCrafters.

Establishing itself as the leader of the eyewear-as-an accessory movement, LensCrafters continues its fashion-forward statement as it leverages several high-profile fashion week events, including a LensCrafters photo shoot with supermodel and Project Runway host, Heidi Klum.

Select images of Klum in LensCrafters eyewear are featured in LensCrafters store window displays beginning late August, while the photos and behind-the-scenes footage of Klum's eyewear photo shoot will appear on www.LensCrafters.com

"Like jewelry for the face, eyewear is poised to become the new 'it' accessory, and we want to ensure that the fashion world and consumers think of LensCrafters as the authority on accessorizing with stylish eyewear," commented McLaughlin.

As part of its fashion week media blitz, LensCrafters is also sponsoring Fashion Rocks™ and ‘30 Days of Fashion,’ two of the New York’s season’s glitziest events being held outside the tents at Bryant Park.

For Fashion Rocks™, a four-page LensCrafters ad spread featuring Heidi Klum is included in the event’s promotional supplement. To support the ad, an ‘Eye on Style Transformation Station’ will be available backstage during the ‘Fashion Rocks™ event giving performers and VIPs the opportunity to accessorize with optical eyewear brands that are available at LensCrafters such as Versace, Prada, Dolce & Gabbana, Vogue and more.

The try-on station recreates the new fashion forward look and feel of LensCrafters flagship store on Fifth Avenue (at 45th Street).

The LensCrafters Eye on Style station will also appear at the Hachette Filipacchi Media Style Lounge shows September 9-11 at the Metropolitan Pavilion and Hearst Magazines' 30 Days of Fashion gala event September 14 at the new Hearst Tower, to give industry insiders the chance to experience LensCrafters and the fashion impact of eyewear firsthand. Visitors at the events will be able to experiment with different eyewear while LensCrafters' expert style advisors will advise on eyewear style.

"A high-profile presence during Fashion Week is the perfect showcase for LensCrafters and is a great complement to our major fall fashion magazine ad campaign, solidly positioning LensCrafters in the fashion brand world," McLaughlin said.

LensCrafters will further the multi-media effort at Fashion Rocks™ with television ads during the September 8 concert broadcast on CBS, ads on Fashion Rocks(TM) Super King buses in New York, key market radio spots, in-store beauty events, and store associate fashion programs.

For more information about LensCrafters, please log on: www.LensCrafters.com