The story behind Macron’s expensive sunglasses

The day after French President Emmanuel Macron wore a pair of Henry Jullien Pacific S 01 aviator sunglasses during his speech at the World Economic Forum in Davos, Switzerland, the world wanted to know more about his eyewear.

Search interest for Macron’s shiny, reflective sunglasses spiked Wednesday, and the French luxury eyewear brand’s website is down at time of this writing. All it takes is one world leader sporting a ready-to-wear garment or accessory for a brand to get a global spotlight—and just maybe become a meme.

Like interest shown to the Nike tracksuit Venezuelan President Nicolás Maduro was pictured wearing earlier this month after he was seized by the U.S., interest in Macron’s shades is just the latest example of a newsmaker driving attention to a piece of fashion, and parlaying a news item into an internet meme. Before you could buy a “Make America Great Again” hat on President Donald Trump’s website back in 2016, he wore one himself. Watch the news and shop the look.

Macron’s shades, which cost 659 euros, or $770, weren’t worn primarily as a fashion statement, but to prevent something more unsightly, according to the explanation from his press office. Macron’s office told Reuters he wore the sunglasses because of a burst blood vessel in his eye, and he was indeed spotted last week with one bloodshot eye.

While Macron’s sunglasses hid his eye, they also had the added benefit of sending a visual message that accompanied the contents of his speech. Macron called out U.S. tariffs during his address and urged “more stability” in the world and respect over bullying while wearing a more-than-a-century-old French luxury brand.

Online, some people thought Macron’s sunglasses looked cool, whereas Trump mocked him. “I watched him yesterday with those beautiful sunglasses. What the hell happened?” Trump remarked during his Wednesday address in Davos.

But if Macron hadn’t worn the sunglasses, everyone would be talking about his red eye. Instead, they’re talking about his expensive aviators.

The sunglasses drew attention to Macron’s speech, but they also made him look like a French Top Gun fighter pilot at a moment when he needed to communicate that he meant business. They also recalled former President Joe Biden at a time when the West feels unmoored as the U.S. shrinks from its post-World War II leadership under Trump.

This wasn’t the type of speech one could wear Oakleys to. Macron’s choice of sunglasses for such an important speech was just right.