At Silmo Paris, we had a chat with Faiza Seth, the founder of British-Australian eyewear brand The Avantguard, who after being diagnosed with the beginnings of a cataract, set herself on a journey to create a beautiful, sustainable, fashionable yet accessible eyewear brand that does good for the planet.
The design team of The Avantguard (with Dave Allison as Creative diretor) are inspired by intentionality, and the positive connection with nature and fashion when working in harmony. Their wish is to continually learn, grow, change and improve in every aspect of our business lifecycle.
About The Avantguard
THE AVANTGUARD is made in Japan using a sustainable approach. Faiza believes fashion can be beautiful, on trend and good for the planet.
When an ophthalmologist diagnosed Faiza with the beginnings of a cataract, she was shocked. She loved wearing designer sunglasses but soon found out that those lenses were not offering her eyes adequate protection. It’s for this very reason THE AVANTGUARD uses premium lenses which offer UV400 and blue light protection. Faiza’s ophthalmologist advised her that she always needs to wear sunglasses, even on a cloudy days, to ensure that the cataract doesn’t worsen, which was the beginning of Faiza’s passion for sunglasses, alas THE AVANTGUARD was born.
Philanthropist Faiza Seth was a young gun, at the age of 21 co-founding a global supply chain management conglomerate managing the supply chain of major retailers and brands around the world in various consumer goods including apparel, home and beauty products. Since then she has co-founded an international apparel manufacturing and trading business as well as an architectural and interior design company specialising in creating bespoke luxury real estate & luxury turnkey interior design.
Faiza founded Soham For Kids in 2010 and supports Great Ormond Street Hospital Children’s Charity and Kings College Hospital Charity. Faiza started THE AVANTGUARD after she was diagnosed with the beginnings of a cataract. Her vision is to create a beautiful, sustainable, fashionable yet accessible eyewear brand that does good for the planet. Faiza has three kids, loves learning languages and is currently studying Mandarin, and started yoga recently after an injury. Faiza loves travelling and recently completed a trip to Everest base camp.
More on The Avantguard
THE AVANTGUARD unveils its highly anticipated Rewilding Collection. A three-part – bloom, grow, blossom – range that explores nature, science, and Japanese craftsmanship. The recurring theme is quality Eyewear that lasts whilst having a positive impact on...