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Six months after making its eyewear debut, Heaven Mayhem is stepping back into the spotlight with Drop II: The Main Act, a collection that signals the brand’s growing ambition in the accessories space. Launching August 21, 2025, the seven-piece lineup becomes a defining pillar of its identity.
At first glance, Drop II speaks to the “city girl on the move”, frames designed with intention, each embodying an understated confidence. The collection introduces new silhouettes—Vesper, Rhey, Esme, and Sloane—crafted in clear, black, and tortoise acetate. While the first drop leaned on timeless, classic shapes, this second act broadens the stage.
“This collection is a natural extension of our first drop — hence the name, Drop II: The Main Act,” Founder and Creative Director, Pia Mance told Because of Marketing. “Our debut featured four core styles we carefully curated and narrowed down. For that first launch, we wanted to introduce timeless, classic silhouettes you can’t go wrong with. But along the way, we found inspiration for so many other designs. Now, we’re expanding the lineup to capture every mood and energy people want to channel. For us, the story wasn’t over, it was just getting started.”
The Shapes of Now
In fashion, eyewear often oscillates between nostalgia and futurism, and Heaven Mayhem’s new frames manage to hold space for both. Vesper, with its sporty silhouette and retro sensibility, is built for transitional, day-to-night dressing. Rhey take on the role of the classic—its rounded rectangular form effortlessly wearable. Esme revisits the slim ’90s oval, a glossy nod to the past reimagined for now. And Sloane, already a brand favorite, returns with an updated tortoise finish that lends the bestseller fresh energy.
“The inspiration for this collection really came from a feeling,” Mance explains. “Some people use eyewear as a shield, while others see it as a tool for confidence. Once you put on a great pair of eyewear, you instantly feel more put-together and confident. We wanted to channel that exact energy and sentiment into our campaign and event.”
Eyewear as Identity
The strategic importance of eyewear for Heaven Mayhem is clear. Accessories have always been the brand’s entry point into self-expression, and sunglasses, with their ability to transform a look in an instant, are a natural extension.
“Our first drop did incredibly well, and we always knew that we wanted to make eyewear a core part of our product offering,” Mance commented. “Heaven Mayhem has always been about accessories that elevate an outfit, and eyewear does exactly that. I’ve said it before, but I never leave the house without a pair of sunglasses, they’re a core accessory for me, so it just feels right to have them under the Heaven Mayhem roof.”
The Heaven Mayhem woman, the founder adds, “values differentiation, quality and durability in her sunglasses. And she cares about community. She gets compliments on the street, recommends them to others, and builds connections through the shared love of a good pair of frames.”
From Digital to IRL
The launch is accompanied by a partnership with Tezza, the photo app beloved by content creators. Together, Pia Mance and Tezza Founder, Tessa Barton have developed Heaven, a moody black-and-white filter available in the app. For the brand, the digital collaboration is less about novelty and more about continuity, translating the Drop II campaign’s cinematic mood into a format the community can play with themselves.
“We love a good photobooth and I often wear sunglasses in my pictures!” the founder [Pia Mance] says. “We really wanted to involve our community in this launch and have them be able to recreate that same vibe. There’s something about putting on sunglasses and snapping a great photo that feels like the ultimate confidence boost.”
That ethos extends into the physical world, too. On August 22 and 23, Heaven Mayhem will host an immersive pop-up photo studio in Los Angeles. The first day will cater to VIPs and friends of the brand, while the second day opens to the wider community. Guests will step into fully styled sets designed to capture their own portraits, with the new collection available to shop on-site.
The Sunglasses of the Season?
While Drop II expands Heaven Mayhem’s eyewear vision, the founder has already chosen a personal favorite: “I’ve been wearing Esme Black on the daily! I’ve been teasing it in my vlogs and content, and it’s honestly the perfect shape. It adds an effortless chicness to any look you’re going for and I really do feel so confident when I wear these.”
With premium acetate frames, triple-barrel hinges, and meticulous attention to detail, Drop II: The Main Act positions Heaven Mayhem firmly in the conversation about where fashion’s accessories market is headed. In Heaven Mayhem’s world, eyewear transcends utility, it becomes an emblem of presence, a way of stepping unapologetically into view.
Shop the collection here.
