Celebrating what’s next in eyewear and innovation.
The NOW Awards by The Vision Council recognize standout products, brands and achievements shaping the future of the vision industry.
From independent and licensed eyewear to emerging brands and wearable technology, the NOW Awards celebrate creativity, innovation and excellence from across the industry.
Submissions are free and open to all eligible brands, including both Vision Expo exhibitors and non-exhibitors.
Think you have something worthy of a NOW Award?
Enter your product or brand for consideration in one or more of the following categories
Best Optical (Independent)
Honoring optical eyewear from independent brands that stands out through exceptional design, craftsmanship, creativity and a distinct point of view.
Best Optical (Licensed)
Showcasing optical eyewear from licensed brands that brings together strong design, craftsmanship and a distinctive interpretation of the brand.
Best Sunglass (Independent)
For standout sunwear from independent brands that pushes design forward through creativity, craftsmanship, innovation and a unique point of view.
Best Sunglass (Licensed)
Highlighting standout sunwear from licensed brands that combines strong design and craftsmanship with a distinctive expression of the brand.
Best Direct-to-Consumer (OTC)
Awarded to an outstanding over-the-counter vision product that makes eye care or vision solutions more accessible, innovative and relevant to today’s consumer.
Best Emerging Designer/Brand
Spotlighting an emerging designer or brand bringing a fresh perspective, distinctive identity and exciting new ideas to the optical industry.
Optical Achievement
Honoring exceptional people, brands and initiatives advancing the optical industry through leadership, innovation, sustainability and representation.
Ultimate Accessory
For a standout accessory that complements the eyewear experience through exceptional design, functionality, creativity or innovation.
Best Wearable Technology
Recognizing innovative wearable technology that enhances vision, eye care or the eyewear experience through thoughtful design and forward-thinking technology.
NOW Design
Recognizing conceptual or functional eyewear and accessories designs for students and new aspiring designers
How to Enter
Brands may submit to as many categories as they would like, with a limit of one product per brand, per category.
A separate submission form is required for each category entered.
There is no fee to submit, and you do not need to be a Vision Expo exhibitor to participate.
Submission Deadline: February 5, 2027
Physical Product Deadline: February 10, 2027
All physical products must be received by February 10, 2027 to be considered. Send your products to:
UN-TI-TLED Creative Agency
1525 Jeffrey Lane
Northbrook, IL 60062
For any questions regarding the NOW Awards, please email Suzanne Krauss at skrauss@thevisioncouncil.org.
Important Dates
February 5, 2027
Online submissions close.
February 10, 2027
Deadline for physical products to be received.
Ready to Show Us What’s NOW?
Whether you’re an established name, an emerging designer or a brand pushing the boundaries of what eyewear and vision technology can be, we want to see what you’ve created.
Submit your best and be part of the NOW Awards by The Vision Council.