The producer of a pair of aviator-style sunglasses that French President Emmanuel Macron sported at the World Economic Forum in Davos enjoyed a 28% bump in its stock price Thursday after the glasses sparked thousands of sarcastic jokes and memes online.

The Davos summit saw an unexpected fashion moment as a world leader’s bold eyewear choice sparked global chatter, jokes from fellow leaders, online memes, and a sudden surge in interest for a luxury sunglasses brand.

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Shares in Italian eyewear company iVision Tech jumped sharply after Emmanuel Macron, the French president, appeared wearing

Countercultural 90s sunglasses have taken action sports and popular fashion by storm and can now be seen everywhere.

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.

From Marlon Brando and Tom Cruise to Emmanuel Macron’s viral Davos moment, aviator sunglasses continue to define cool across generations., Fashion, Times Now

US President Donald Trump mocked Emmanuel Macron’s sunglasses at Davos, saying “What the hell happened”, after the French leader wore Rs 70,000 shades. The eyewear sparked memes, search spikes, rising shares and a surge in phone calls for the luxury brand.