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FOR IMMEDIATE RELEASE
2027 NOW Awards by The Vision Council Open to All Eyewear Brands Worldwide
Winners to be honored at Vision Expo in Las Vegas; entries close February 5.
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Vision Expo, organized by The Vision Council and RX, is now accepting free submissions for the 2027 NOW Awards by The Vision Council. In its sixth year, the competition welcomes eyewear designers, brands, and creators from around the world to enter by submitting their most visionary eyewear designs.
Entries close February 5, 2027. Finalists will be announced in late February, and winners will be honored on stage during the NOW Awards ceremony on Thursday, March 11, at Vision Expo 2027, taking place March 10–13 at The Venetian Expo in Las Vegas.
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Open to the Entire Eyewear Industry
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Building on last year’s expansion beyond Vision Expo exhibitors, the 2027 NOW Awards continues to welcome the full global eyewear community, from established houses and licensed collections to independent designers preparing for their U.S. debut. This global reach makes the NOW Awards a unique opportunity for brands to gain recognition in front of the eyecare professionals, retailers, buyers, and media who attend Vision Expo. For brands new to Vision Expo, the NOW Awards offers a free, low-lift way to reach an audience they might not otherwise connect with.
“The Vision Council represents the entire optical community, from independent designers to global brands, innovators, and retailers,” said Ashley Mills, CEO of The Vision Council. “The NOW Awards is our chance to showcase the talent and artistry that defines this industry’s spirit in person at Vision Expo.”
“The idea behind the NOW Awards program has always been to create a space where creativity leads,” said Nico Roseillier, Creator and Director of the NOW Awards. “Opening submissions to the whole industry means great design gets seen, no matter where it comes from.”
Each entry will be evaluated by a distinguished panel of judges representing design, retail, education, and fashion. The panel is chaired by Nico Roseillier, Creator and Director of the NOW Awards. The full 2027 judging panel will be announced in January.
At least one frame from every brand that submits will be featured in the NOW Showcase on the Vision Expo show floor, giving participating brands prominent visibility throughout the duration of the show. Finalists and winners will receive additional recognition across Vision Expo and The Vision Council channels, with winners celebrated live during the NOW Awards ceremony on Thursday.
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The NOW Awards recognize established and emerging talent across the following categories:
- Best Optical – Independent
- Best Optical – Licensed
- Best Sunglass – Independent
- Best Sunglass – Licensed
- Best Direct-to-Consumer
- Best Emerging Designer/Brand
- Optical Achievement
- Ultimate Accessory
- Best Wearable Technology, the 2027 theme category
- NOW Design – recognizing conceptual or functional eyewear and accessories designs for students and new aspiring designers
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Entering is free and open to any eyewear brand, exhibiting or not. Submit an entry online here by February 5, 2027. Product samples must arrive by February 10, 2027, for judging. Every brand that submits is guaranteed at least one frame in the NOW Showcase on the Vision Expo show floor, with finalists and winners receiving additional recognition throughout the event.
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Vision Expo 2027 returns to Las Vegas March 10–13, 2027, at The Venetian Expo, bringing the vision care and eyewear community together for four days of education, product discovery, and networking. Accredited, in-person continuing education begins March 10, and the exhibit hall opens March 11, featuring new eyewear collections, eyecare technology, and product launches from leading designers, vision care brands, diagnostic companies, and emerging tech innovators. Signature networking events, partner programs, and industry celebrations run throughout the week.
To reserve exhibit booth space or learn about sponsorship opportunities for Vision Expo 2027, contact Kristin Cammarata, Sales Director, at kristin.cammarata@rxglobal.com.
For speaking opportunities at Vision Expo events, visit here.
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Media Contacts:
Emily Rocca
Marketing Director
Jen Cullen Williams
Public Relations
About Vision Expo
Vision
Expo East and West are trade-only conferences and exhibitions for eyecare and eyewear presented by co-owners RX and The Vision Council. Vision Expo is the most comprehensive event for the entire Vision community, built for the industry by the industry. The only balance of conference and exhibition to learn from industry pioneers, explore cutting-edge advancements, and gain a new perspective on the future of eyewear. In the Vision Expo Exhibit Hall, eyecare providers can discover fashion trends, interact with new technologies and access innovative products and services. The Vision Expo education program is driven by the profession, offering content of the highest quality and relevance to enhance overall patient care. For more information on Vision Expo, visit
visionexpo.com and follow Vision Expo’s social media channels, Facebook
, Twitter, Instagram, TikTok
, and LinkedIn.
Vision Expo images can be found HERE and new logo can be found HERE
.
About The Vision Council
The Vision Council brings the power of sight to all through education, government relations, research and technical standards. A leading advocate for the optical industry, the association positions its members to deliver the eyewear and eyecare people need to look and feel their best. Vital to health, independence and safety, better vision leads to better lives. Learn more at thevisioncouncil.org.
About RX
RX is a global leader in events and exhibitions, leveraging industry expertise, data, and technology to build businesses for individuals, communities, and organizations. With a presence in 25 countries across 41 industry sectors, RX hosts approximately 350 events annually. RX is committed to creating an inclusive work environment for all our people. RX empowers businesses to thrive by leveraging data-driven insights and digital solutions. RX is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers. For more information, visit
www.rxglobal.com.
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