Before there were pop-up shops, influencer drops, or digital “try-ons,” there was the trunk show—a humble but impactful tradition that began with nothing more than a steamer trunk and a designer’s hustle.
So, where did it all begin?
The origin of the trunk show dates back to the early 19th and 20th centuries, when traveling salespeople (think: fashion’s original road warriors) would quite literally carry their collections in trunks from town to town. They’d set up in local boutiques, hotels, or private homes and personally present the latest styles to customers—often before they were available in stores. These events offered a rare chance to preview upcoming collections, place custom orders, and connect with the maker behind the magic.
In other words, it was the original VIP shopping experience.
At SEE, we’ve kept the heart of the tradition alive—with a twist that’s distinctly us
Twice a year, for 26 years, our stores host exclusive trunk shows where we unveil the season’s best one-of-a-kind eyewear styles. Each trunk show reflects our obsession with bold, unexpected style and our commitment to small-batch production. Because when you’re trying on 100+ never-before-seen styles, the odds of finding the pair are pretty high. And the odds of someone else having the same pair? Pretty much zero.
Why do we do it?
Because SEE has always believed in eyewear that stands out—not just in how it looks, but in how it’s made and how it’s shared. The trunk show isn’t just about shopping. It’s about discovery, surprise, and that “holy SEE, I need these” moment that happens when the right frame finds your face.
So, the next time you hear us hyping the Trunk Show, now you know: it’s more than a seasonal event. It’s a nod to fashion history, a celebration of individuality, and one of the best ways to find something truly new.