Vision Council Opens 2027 NOW Awards to Global Eyewear Brands

The Vision Council and RX have opened free submissions for the sixth annual 2027 NOW Awards, welcoming eyewear designers and brands worldwide. Entries close February 5, 2027, with product samples due by February 10. Finalists will be announced in late February, and winners honored on March 11 during the NOW Awards ceremony at Vision Expo 2027, held March 10–13 at The Venetian Expo in Las Vegas. Building on last year’s expansion beyond exhibitors, the competition is open to established houses, licensed collections, and independent designers. Each submitting brand guarantees at least one frame in the NOW Showcase. Judging panels represent design, retail, education, and fashion, chaired by Nico Roseillier. Award categories include Best Optical, Sunglass, Direct-to-Consumer, Emerging Designer, and Wearable Technology.