IRIS, one of Canada’s largest and most established eyewear retailers, is marking its 35th anniversary in striking fashion—literally. The company has launched a refreshed edition of its “IRIS, it’s me” campaign for spring 2025, positioning its own employees as the face of the brand in a move that merges identity, authenticity, and fashion. Anchoring the national campaign is a reinterpretation of the Canadian hit “Sunglasses at Night” by Dante Hart, daughter of music icon Corey Hart.
This multifaceted campaign not only highlights the crucial role of IRIS’s employees in shaping customer experience but also elevates the company’s position in the style-conscious eyewear segment. The bold, fashion-forward push is part of a broader strategy to modernize the brand while deepening its human connection with customers.
Putting People at the Heart of the Brand
“The ‘IRIS, it’s me’ campaign is about more than marketing,” explained Mélanie Hajjar, Vice President of Marketing and Communications at IRIS. “It’s about telling the real story of our people—those who represent the IRIS experience every single day across Canada.”
Launched initially in 2024, the campaign’s 2025 iteration features real IRIS employees in its visual and video advertising. Hajjar emphasized that by showcasing actual team members instead of models, the company brings authenticity and approachability to the forefront—values that have shaped IRIS from the beginning.
“Customers who see the ads might actually walk into their local store and recognize someone from the campaign. That sense of familiarity and trust—that’s what we’re going for,” said Hajjar.
The choice has resonated internally as well. “Everyone wants to be part of it,” Hajjar noted. “It’s a full-on experience for our team—from makeup and styling to filming. But because they’re surrounded by their IRIS family during the shoot, they’re comfortable, and that joy really comes through.”
A Stylish New Direction
While IRIS is well known for its optometry and health expertise, the campaign represents a conscious effort to showcase the brand’s fashion sensibilities. “For many, eyewear isn’t just a tool to see better—it’s an expression of personality and style,” said Hajjar. “We want people to see that IRIS is also a leader in fashionable frames and forward-looking design.”
The use of “Sunglasses at Night,” reimagined by Dante Hart, adds both flair and cultural resonance. “It’s the perfect bridge between past and present,” said Hajjar. “The song is celebrating its 40th anniversary, we’re celebrating our 35th—and it’s iconic for Canadians.”
The track also appeals across generations. “Our core demographic is 35 to 49, but with Dante’s version and a recent remix by Heidi Klum and Tiga making the rounds on social media, we’re reaching younger audiences too.”
A Canadian Brand with Deep Roots
Founded in 1990 by optometrist Dr. Francis Jean, IRIS began in Baie-Comeau, Quebec. It originally started as a buying group in 1986 but evolved quickly into a full-service optical brand. “Dr. Jean had a big vision,” Hajjar said. “He started knocking on doors and inviting small-town optometry practices to join his franchise network under the IRIS name.”
The company’s expansion picked up pace in 2000 with the acquisition of Western Canada’s London Optical. That move brought IRIS to British Columbia, Alberta, and Ontario. However, Ontario posed unique challenges due to then-existing legislation that prohibited opticians and optometrists from working under the same roof.
“We were essentially illegal for seven years in Ontario,” Hajjar recalled. “But Dr. Jean believed strongly that professionals working together could offer a superior experience. In 2014, we finally won that legislative battle—though sadly, he passed away before seeing the victory.”
Today, IRIS operates approximately 150 locations across Canada, with its largest footprint in Quebec. The brand employs around 1,300 people, including contract optometrists, and provides full-service optical care—ranging from eye exams to ophthalmology clinics.
Now Part of a Larger Vision
Since 2017, IRIS has been part of the New Look Vision Group, which acquired the brand for $120 million. The move positioned New Look as the country’s largest optical retail network, with more than 375 locations.
The partnership has given IRIS the resources to continue growing—both in terms of footprint and product innovation. The brand has developed its own proprietary lens technologies and exclusive frame lines like “LYA,” short for “Love You All,” a nod to Dr. Jean’s warm signature sign-off in his emails.
All IRIS lenses are manufactured in Montreal, a decision that ties back to the campaign’s broader “Made in Canada” spirit. “We wanted this campaign to be entirely Canadian,” Hajjar said. “From the employees in our ads to the lenses we provide, this is a celebration of our Canadian identity.”
Differentiating in a Crowded Market
The Canadian optical market has become increasingly competitive, particularly with international players like Specsavers entering the field. Yet IRIS is confident in its differentiated value proposition.
“We’re not in the $69-glasses business,” said Hajjar. “We’re mid-to-high range because we offer something different—personalized, expert-driven care, and technology that truly enhances vision.”
That includes IRIS’s new “Apogee” lenses, which use VR-based eye tracking to produce highly customized lenses. “It’s as close as you can get to natural vision. One customer even joked about selling their car to afford a lifetime supply,” Hajjar laughed.
In-Store Over Online—for Now
While many optical retailers have moved into online sales, IRIS has not followed suit—at least, not fully.
“We currently don’t sell glasses online due to both legislative hurdles and our own quality standards,” said Hajjar. “In most provinces, online optical sales require a licensed optometrist to endorse each transaction, which complicates things.”
IRIS does offer online sales for contact lenses, provided the prescription is valid and under two years old. But for eyewear, the company prefers its personalized in-store model, which it believes delivers the best outcomes for customers.
“Ultimately, your vision is too important to compromise,” said Hajjar. “What you put on your face isn’t just plastic and metal—it’s a health device that defines how you see the world.”
Looking to the Future
With plans to expand further in British Columbia and Ontario, IRIS continues to look ahead. “We’re growing, not just in store count, but in how we serve Canadians,” Hajjar said. “We’re expanding our exclusive collections and investing in new technologies that will change how people experience vision.”
Despite the competitive landscape, Hajjar believes that IRIS’s values will keep the brand thriving. “We’re not just in the business of selling glasses. We’re in the business of helping people see the world—and do so in style, with confidence and care.”
With a campaign that celebrates Canadian heritage, employee pride, and a legacy of innovation, IRIS’s 35th anniversary doesn’t just look back—it sets the tone for the future of vision care in Canada.
