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CAROLINE ABRAM INTRODUCES THE PURE COLLECTION. A celebration of powerful femininity, audacious design and unmistakable personal style.
Shaldag Eyewear, the exclusive Israeli importer and distributor of some of the world’s leading luxury eyewear labels, introduces the new Pure Collection by French eyewear designer Caroline Abram.
Bold yet refined, sensual yet self-assured, the collection explores a distinctly contemporary vision of femininity. It is rooted in the idea of the Female Gaze and in a woman’s freedom to define beauty, confidence and desirability on her own terms.
The Pure Collection emerges from a carefully considered dialogue between contrasts. Strength is balanced by softness, architectural intensity meets delicate elegance, and sculptural forms are designed to feel expressive without becoming overwhelming. The result is a collection of optical frames and sunglasses that commands attention while remaining sophisticated and highly wearable.
This tension is reflected throughout the collection’s visual language. Two-tone colour combinations introduce striking contrasts and bring greater definition to the frames. Precisely positioned cutouts create a sense of lightness while adding an unexpected architectural dimension. Textured surfaces and three-dimensional elements give each silhouette depth, volume and a tactile quality that transforms eyewear from a functional object into a distinctive fashion statement.
Caroline Abram has long approached eyewear as an extension of a woman’s personality rather than a purely practical accessory. Trained as an optician, she began designing jewellery and eyewear accessories in 1998 before launching her own eyewear line in 2008. Her aesthetic draws on the glamour of the 1960s, the vintage spirit of Miami and South Beach, expressive cat-eye silhouettes and an exuberant use of colour. The designer has also received four Silmo awards for her work.
That signature sensibility is present throughout Pure, but here it is expressed with a sharper, more contemporary attitude. The frames are not conceived simply to complement the face. They frame the gaze itself, reinforcing the idea that personal style begins with how a woman chooses to see the world and how she allows the world to see her.
Reflecting the brand’s enduring connection to individual female identity, every design bears a woman’s name. Models including Petula, Pepa and Philomene suggest distinct personalities rather than anonymous product codes, reinforcing the belief that every woman carries her own story, presence and visual language. These model names also appear within Caroline Abram’s official eyewear catalogue.
At the heart of the house is a simple philosophy: eyewear should give every woman the freedom to feel beautiful, sensual and, above all, entirely herself. The brand’s official language similarly presents its collections as designs for women who wish to feel beautiful, sensual or simply authentic to who they are.
Pure is therefore aimed at women who are not interested in surrendering their identity to a passing trend. Instead, they choose enduring pieces that communicate character, confidence and an instinctive understanding of style. These are frames designed not to disappear into an outfit, but to complete it.
The accompanying campaign develops this message through three central ideas: Female Gaze, Unapologetic and Soft Power. Together, they present femininity as confident but not rigid, sensual without seeking approval, and powerful without relying on aggression. It is a femininity free to shift between moods, silhouettes and identities, without the need for external validation or definition.
With the Pure Collection, Caroline Abram offers more than a new season of eyewear. She presents a wardrobe for the face, one shaped by colour, structure and emotional presence. In a fashion landscape often dominated by fleeting aesthetics, Pure makes a persuasive case for something more lasting: the confidence to be seen exactly as you are.
Price range: NIS 1,600 to NIS 1,900
Available at selected optical retailers across Israel.
