In an eyewear landscape often driven by speed and fleeting trends, Aude Herouard follows a more deliberate path. Her independent French brand brings together expressive design, precise proportions, responsible materials and the expertise of local artisans to create frames that feel distinctive yet deeply personal.
Inspired by the contrasting atmospheres of Normandy and Paris, Herouard approaches eyewear as both a functional object and a form of self-expression. In this interview with Curated Optics, she discusses the beginnings of her brand, the women and places that shape her collections, the importance of French craftsmanship and the challenge of growing internationally without losing the intimacy and integrity that define her work.
How did the story of Aude Herouard begin?
The story began with my experience at Le Lanchon in Rouen, where I learned the precision of eyewear making, the importance of fit, and the beauty of well-crafted materials. At the time, I could find very few eyewear products that combined a strong design perspective with a genuinely more responsible approach. I wanted to help fill that gap by creating frames that brought together technical quality, a personal vision of femininity, French craftsmanship, and more carefully chosen materials. I launched my first sunglasses collection in 2020 with a simple intention: to create beautiful, distinctive, and more responsible objects that women would enjoy wearing for a long time.
What inspires you when creating a new collection?
I rarely begin with a trend. Inspiration often comes from the wider world of design—from furniture, architecture, interiors, materials, or the work of designers I admire. I may be as interested in the proportion of a chair or the texture of an object as in a fashion silhouette. Then comes colour, which is central to my work. Each collection is a search for the right balance between character, elegance, and wearability.
How would you describe the Aude Herouard aesthetic?
Feminine, expressive, and balanced. The shapes have presence, but they are never intended to overpower the woman wearing them. I like precise proportions, confident lines, subtle transparencies, and colours that interact beautifully with the skin. The result should feel distinctive without being excessive something that reveals a personality rather than disguising it.
How do people and places influence your designs?
People are essential to my work. Many of the women around me, each with her own character and way of carrying herself, inspire the spirit and even the names of the frames. Places also shape my eye. Normandy, particularly the light and landscape around Étretat, brings softness, depth, and natural colours. Paris brings energy, culture, and a constant exposure to art, fashion, and design. My collections are born from the dialogue between these two worlds.
What role does French craftsmanship play in your creative process?
French craftsmanship is part of the design itself, not simply a statement of origin. Working closely with artisans allows us to refine a curve, adjust a proportion, improve comfort, and give the material the right finish. Our frames are handmade in France in small series, using Italian bio-acetate. This approach takes time, but it creates objects that are more precise, more durable, and made with greater care. For me, impact also means producing thoughtfully and creating pieces that people will want to keep.
Who is the Aude Herouard customer?
There is no single Aude Herouard woman. She can be of any age, with any style or face. What connects our customers is a certain sensitivity to beauty, colour, materials, and objects with meaning. The brand expresses femininity in the plural: discreet or bold, classic or unconventional. I want every woman to be able to find a frame that feels like her not like a character she is expected to play.
How do you envision the future of your international distribution?
I would like the brand to grow internationally in a selective and considered way. For an independent brand, distribution should not be about being everywhere; it should be about being in the right places. We want to build long-term relationships with opticians and retailers who understand design, craftsmanship, and the story behind a product. Growth is important, but preserving the quality, integrity, and intimacy of the brand is equally important.
What is the biggest challenge facing independent eyewear brands today?
The greatest challenge is to remain singular while building a sustainable business. Independent brands must compete for visibility with much larger players, while absorbing the real cost of quality materials, skilled craftsmanship, responsible production, and small quantities. There is also constant pressure to produce more and faster. I believe our role is to defend another rhythm: fewer, better-designed objects, made with care and intended to last. The challenge is to make that value visible and understood.
For Aude Herouard, eyewear is never simply an accessory. It is an intimate design object, one that frames the face, communicates character and becomes part of the wearer’s identity. Her thoughtful balance of femininity, colour, technical precision and French savoir-faire offers a compelling alternative to an industry increasingly shaped by scale and speed.
As the brand looks beyond France, its ambitions remain intentionally selective. The goal is not ubiquity, but meaningful presence: trusted relationships with opticians and retailers who recognise the value of independent design and objects made to endure. In defending a slower, more considered approach, Aude Herouard is not only creating beautiful frames; she is making a quietly confident case for a more personal and lasting vision of luxury eyewear.
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