The Birkin of eyewear
Accessories are essential in fashion, and stepping out without them is almost a style sabotage. They elevate an outfit, add personality, and in some cases, tell the world exactly who you are before you even speak. Some pieces go even further, becoming a symbol of status, style, and craftsmanship.
For handbags, it’s the Hermès Birkin. In eyewear, that title belongs to Jacques Marie Mage (JMM).
Impeccable design, exclusivity, and meticulous craftsmanship
Founded in Los Angeles by designer Jérôme Jacques Marie Mage, the brand has earned its reputation through impeccable design, exclusivity, and meticulous craftsmanship. Each frame is handcrafted in Japan and Italy using 10mm thick Japanese acetate. Other recognizable design codes include spur-shaped rivets, custom seven-barrel hinges, and the brand’s meticulous finishing techniques. Many frames even incorporate gold, sterling silver, or titanium, emphasizing luxury.
The production process is also as intricate as its designs—over 300 steps, more than 100 artisans, and roughly 18 months of meticulous work go into crafting a single pair.
JMM is unapologetically transparent about this craftsmanship. On their website, the brand breaks down everything, from molding and cutting to polishing, offering rare insight into a manufacturing process that most luxury labels keep hidden. Their acetate is sourced from the finest cellulose, a renewable, plant-based, hypoallergenic material.
Each pair is also individually numbered, encased in a beautifully crafted box, and accompanied by official papers—an approach more often seen with fine watches or jewelry. From the beginning, JMM built its identity around exclusivity. Distribution is tightly controlled, focused on private clients, select specialty boutiques, and A-list celebrities.
Collections are produced in small, carefully monitored quantities, and once a design sells out, it is never reproduced. This scarcity fuels demand—owning a pair isn’t just a purchase; it’s akin to a membership in an unspoken private club.
A wearable narrative
Jérôme Mage’s journey to becoming a leading figure in luxury eyewear is equally compelling. At 15, he left Auvergne for Paris to pursue a career in design, armed with a lifelong love for sketching and illustration. In 1996, he moved to Los Angeles, a city whose energy matched his appetite for expression.
“LA felt like a place where I could express myself fully,” he shares in a Business of Fashion podcast. It was there that he began designing for an action sports eyewear brand, eventually refining the bold, sculptural aesthetic that would become the DNA of Jacques Marie Mage.
JMM collections are inspired by nature, architecture, art, and cultural icons, turning each pair into a wearable narrative. The “Heritage” collection features buffalo horn and polished metal temple inlays, elevated by Art Deco–inspired hairline details that highlight the brand’s reverence for timeless craftsmanship. Meanwhile, the “Glenn Gould” collection pays homage to the legendary classical pianist, celebrating his genius through frames that capture the precision, introspection, and artistic intensity of his work.
But prestige, of course, comes with a price. Each pair retails between $800 and $2,050—and unsurprisingly, the brand has earned a devoted following among celebrities. Jacob Elordi, Timothée Chalamet, Brad Pitt, Jeff Goldblum, Beyoncé, and Jennifer Lopez have all been spotted in its distinctive frames, further solidifying its reputation as the Birkin of eyewear.
The brand’s popularity has only intensified, with the brand frequently appearing in magazines like GQ. And if you caught last year’s Met Gala, you may have noticed several celebrities wearing JMM—so don’t be surprised if the 2026 Met Gala, themed “Costume Art,” features even more.
Luxury eyewear or clever branding?
In its 2025 Q2 Index, Lyst reported a 34 percent jump in demand for Jacques Marie Mage between May and June.
Yet, despite this growing popularity, some critics argue that the brand is overrated, especially given its steep price tag. They question whether JMM truly deserves the cult following it has amassed, noting that comparable quality in craftsmanship, materials, and design can often be found in eyewear at a lower cost. For them, the brand’s exclusivity feels at times more about branding.
But for those genuinely curious—or looking to invest in a statement piece—here are the top 5 Jacques Marie Mage frames that collectors, fashion insiders, and celebrities covet most:
1. Dealan: A 1960s-inspired frame with bold volumes, sleek lines, and signature metal accents for timeless charisma
2. Enzo: Bold and boxy, featuring arrowhead front pins, spur-shaped rivets, seven-barrel hinges, and refined wirecore temples
3. Zephirin: Slim, simple, and distinctive, perfect for creative individuals seeking subtle sophistication
4. Torino: Classic 60s-inspired design with arrowhead pins, seven-barrel hinges, and elegant hairline temple details
5. Molino: Rectangular and architecturally inspired, honoring Carlo Mollino’s flair for poetic angularity
Jacques Marie Mage sits at the intersection of craftsmanship and exclusivity—qualities that fuel both its cult status and its controversy. Whether the brand justifies its premium is subjective, but one thing is undeniable: It has firmly secured its place as a defining force in luxury eyewear.
