Etnia Eyewear Culture Strengthens Leadership to Drive International Growth
Thursday, September 3 2026 | 10 h 27 min | News
Etnia Eyewear Culture has appointed Massimo Vian as CEO, marking the beginning of a new phase focused on accelerating the national and international growth of its portfolio of brands. In his new role, Vian will oversee the executive management of the group — which includes Etnia Barcelona, lool, Pellicer, Moi Aussi, and The Readers — and lead the implementation of the company’s global strategy. Etnia Barcelona remains one of Europe’s best‑selling eyewear brands, while lool is among the group’s fastest‑growing labels.
As part of the company’s expansion strategy, the B2B channel, driven by independent opticians, will continue to play a central role, remaining one of Etnia Eyewear Culture’s key assets.
The appointment comes 25 years after the creation of Etnia Barcelona, the group’s flagship brand, and reflects the ambition to elevate the company’s international presence and accelerate its growth trajectory. In this new phase, David Pellicer, founder and owner of Etnia Eyewear Culture, assumes the role of Executive Chairman. Pellicer will remain actively involved, guiding long‑term strategic direction and overseeing the creative identity of the brands. The goal is to preserve the independent spirit and artistic DNA that have defined Etnia Eyewear Culture while strengthening the organizational capabilities needed for global expansion.
According to Pellicer, “the addition of Massimo Vian is a significant step for Etnia Eyewear Culture, as he will help us take the necessary steps to accelerate our growth and consolidation at an international level. An objective in which the rest of the team will also play a key role.”
A global career in eyewear and fashion
Massimo Vian brings more than two decades of international experience in the eyewear and fashion industries. His career includes executive roles at Gucci, Prada, and Falconeri, as well as a 13‑year tenure at Luxottica, where he developed a comprehensive vision of the global eyewear market.
For Vian, “Etnia Barcelona is a unique brand with a highly talented team and enormous potential. The company has a strong foundation and now the challenge is to grow by strengthening the organization and its execution capabilities, without losing the DNA that makes it unique: its distinctive approach to luxury through quality, color, and art.”
Source: Etnia Eyewear Culture
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