Vision Expo is accepting submissions for the 2027 NOW Awards by The Vision Council, and eyewear designers, brands, and creators worldwide are eligible to participate regardless of whether they exhibit at the show, which is a continuation of last year's expansion. Now in its sixth year, the competition is free to enter. Submissions are due February 5, 2027, and product samples must arrive by February 10 for judging. Finalists will be announced in late February. Winners will be recognized during the NOW Awards ceremony on March 11 at Vision Expo 2027 at The Venetian Expo in Las Vegas.
Eligible entrants range from established eyewear companies and licensed collections to independent designers, including brands that are preparing to enter the US market. Entries will be evaluated by a judging panel representing design, retail, education, and fashion. Nico Roseillier, creator and director of the NOW Awards, will chair the panel. The full roster of judges is scheduled to be announced in January.
The 2027 competition includes 10 categories:
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Best Optical – Independent
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Best Optical – Licensed
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Best Sunglass – Independent
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Best Sunglass – Licensed
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Best Direct-to-Consumer
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Best Emerging Designer/Brand
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Optical Achievement
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Ultimate Accessory
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Best Wearable Technology
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NOW Design
Best Wearable Technology is the 2027 theme category, while NOW Design recognizes conceptual or functional eyewear and accessory designs from students and aspiring designers. Every brand that submits an entry is guaranteed to have at least 1 frame featured in the NOW Showcase on the Vision Expo show floor. Finalists and winners will receive additional recognition through Vision Expo and The Vision Council channels.