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Elton John announces pop-up stores for new eyewear range

The Rocket Man is teaming up with The Bicester Collection

By Joe Goggins

Elton John Eyewear pop-up store, 2023
The stores will be popping up across Europe in the coming weeks. (Photo: James Casalena)

Elton John has announced a number of pop-up stores across Europe to mark the launch of his new eyewear brand.

The famously bespectacled pop icon is bringing the curtain down on his years-long ‘Farewell Yellow Brick Road’ tour this summer with its final leg, which includes a slew of UK dates and a headline set on Glastonbury’s Pyramid Stage. He’s also introducing his eyewear range to the global market, having helped design 75 different styles, many of which bear the names of his songs.

“Self-expression is at the core of everything I do,” said John in a statement. “I learned long ago that my style is what gives me confidence, and I just don’t feel myself without my glasses. Creating a stylish eyewear collection has been a dream of mine for as long as I can remember, which is why I’m very excited to announce the global launch of Elton John Eyewear.”

“I’ve distilled defining moments of my rock ‘n’ roll career into designs that bring joy and allow you to make a statement without saying a word,” he continued. “This collection is for every single person staying authentic to themselves in a world that is constantly pushing you to be someone else. I designed this line to have something  for everyone: no matter who you are, you can always look yourself.”

John has teamed up with luxury shopping destination The Bicester Collection to offer the eyewear range, as well as clothing and other merchandise, at pop-up stores across Europe. You can find full details of the bricks-and-mortar stores below; the range is also available online here

10% of the proceeds from frames sold through the Bicester Collection will be donated to the Elton John AIDS Foundation. “Elton John Eyewear is not just about looking fabulous,” explained John. “It’s about seeing the future clearly. Over 50 years of my style inspired the designs, and sales from the frames will benefit the Elton John AIDS Foundation, meaning we can do even more good together by reaching more people in local communities and truly focus on ending the epidemic by 2030. That’s a powerful vision.”

Elton John Eyewear Pop-Up Stores, with The Bicester Collection:

Dublin, Kildare Village – 21 March – 3 May

London, Bicester Village – 4 April – 1 May

Munich, Ingolstadt Village – 14 April – 6 May

Frankfurt, Wertheim Village – 2 May – 30 May

Barcelona, La Roca Village – 11 May – 4 June

Brussels, Maasmechelen Village – 13 May – 29 May

Antwerp, Maasmechelen Village – 13 May – 29 May

Cologne, Maasmechelen Village – 13 May – 29 May

Paris, La Valée Village – 14 June – 5 July

London, Bicester Village – 15 June – 15 July