Elton John Pops Up at Bicester Village

3 April 2023

Elton John Pops Up at Bicester Village

Elton John proudly presents Elton John Eyewear to the world with the start of a series of special pop-up stores at The Bicester Collection and beyond to celebrate the final dates of his historic “Farewell Yellow Brick Road” tour. A lifelong lover of great frames, Elton John Eyewear is about more than just a pair of glasses. Designed by Elton himself, over five decades of original style have inspired the collection of opticals and sunglasses: every pair celebrates inner-confidence, self-belief, and authenticity. In bold yet wearable colours, exaggerated and exuberant silhouettes, tinted lenses, baroque prints, signature tortoiseshell patterns, and glossy ‘record vinyl’ black, there is a frame for every fan. The finest craftsmanship and high quality materials have been used to expertly manufacture the attractively-priced frames. Each pair bears the instantly recognisable trademark inspired by Elton John’s legacy and enduring, timeless style, and a name that chimes with it too, such as Captain Fantastic, Honky Cat, Jive, Walk of Fame and more.

Elton John says:

“Self-expression is at the core of everything I do. I learned long ago that my style is what gives me confidence, and I just don’t feel myself without my glasses. Creating a stylish eyewear collection has been a dream of mine for as long as I can remember, which is why I’m very excited to announce the global launch of Elton John Eyewear. I’ve distilled defining moments of my rock ‘n’ roll career into designs that bring joy and allow you to make a statement without saying a word. This collection is for every single person staying authentic to themselves in a world that is constantly pushing you to be someone else. I designed this line to have something for everyone: no matter who you are, you can always look yourself.”


To celebrate his final and legendary tour and showcase the much-anticipated global launch of Elton John Eyewear, Elton John is proud to announce the roll out of a series of exclusive pop-up stores in partnership with The Bicester Collection. Alongside the collection of opticals and sunglasses, each designed by Elton himself, the pop-ups will include music products including LPs, boxsets and albums spanning Elton’s unparalleled career, museum-worthy memorabilia, highly-collectible signed merchandise, unique artworks, rare photography and one-off, limited-edition pieces. The pop-ups tell the story of his life and legacy, providing a once-in-a-lifetime opportunity for fans to immerse themselves in Elton’s world. Elton John’s “Farewell Yellow Brick Road” tour will be remembered as one of the most epic global music tours in history, with over 333 performances played around the world between 2018 and summer 2023. Marking Elton John’s retirement from touring after 50 years on the road, the final dates will take place across the UK and Europe this summer, culminating with his eagerly anticipated headline performance on Glastonbury Festival’s Pyramid Stage, the final UK show before the record-breaking tour ends.

As the “Farewell Yellow Brick Road” tour visits some of Europe’s key cities, the Villages on their doorsteps will light up with an exciting programme of events alongside Elton John Pops Up!, enhancing what is already a world-class shopping experience at The Bicester Collection. These pop-ups will be located at Kildare Village, Dublin; Bicester Village, London; Ingolstadt Village, Munich; Wertheim Village, Frankfurt; La Roca Village, Barcelona; Maasmechelen Village, Brussels-Antwerp-Cologne; and La Vallée Village, Paris.


Elton John:

“Elton John Eyewear is not just about looking fabulous. It’s about seeing the future clearly. Over 50 years of my style inspired the designs, and sales from the frames will benefit the Elton John AIDS Foundation, meaning we can do even more good together by reaching more people in local communities and truly focus on ending the epidemic by 2030. That’s a powerful vision.” The launch of Elton John Eyewear is not just about changing the way people see themselves but changing lives. Creating a product with purpose was Elton’s sole intention: 10% of proceeds from
sales at The Bicester Collection will go to the Elton John AIDS Foundation. The Elton John AIDS Foundation was established in 1992 with the mission of ending the AIDS epidemic.


The Bicester Collection and Elton John share a personal and long-standing relationship. The Bicester Collection has been committed to supporting the foundation’s mission to ending the AIDS epidemic since the 1990s, starting with the “Out the Closet Store” clothing sale, which raised £450,000 for the Elton John AIDS Foundation. The partnership with Elton John
is a one-of-a-kind opportunity to continue to stand with the foundation in its important mission. Chantal Khoueiry, Chief Culture Officer, The Bicester Collection “The Bicester Collection’s DO GOOD programme is committed to Unlock Futures for women and children wherever they are born. No woman or child should suffer alone in the face of AIDS, so we’re proud to support Elton John’s vision to provide support, compassion and resources to those communities affected. Elton John Pops Up! at The Bicester Collection will help uplift those in need. So join us, and let’s do more good together!”

For more information, please contact:

Negar Ghodstinat
Deputy PR & Communications Director
Value Retail Management

Myrianne Gaeta
Senior Director of PR & Corporate Affairs
Value Retail Management

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