At the power gathering of world leaders in Davos, Switzerland, the reflective shades worn by French President Emmanuel Macron captured attention in ways that words didn't. They were its Pacific S 01 model, which don't come cheap, retailing for 659 euros (USD 775) on the manufacturer's website. It struggled with demand after Macron wore them for a hard-hitting speech in Davos, publicity that money can't buy. “Very honoured and happy that President Macron has used our eyewear in this important event." In 2021, before the Russian invasion of Ukraine soured ties, he gave Russian President Vladimir Putin a pair.

Source: The Telegraph January 24, 2026 05:19 UTC