Marchon – the world’s third-largest eyewear firm – is making 3D movie viewing chic with designer glasses fit for fashionistas.

The US-based firm unveiled a collection of 3D glasses at the television-crazed Consumer Electronics Show (CES) that runs through Sunday in Las Vegas.

“We believe in the fact that anything you put on your face should be extremely fashionable,” Cristin Lyons of Marchon said.

In addition to Oakley, Gucci will also be rolling out 3D eyeglasses to target the high-end consumer electronics shopper.

Gucci’s version bears its familiar green and red web stripe detail at the temples and center brow bar, and a “Gucci 3D” logo on the right lens.

The Gucci 3-D glasses contain a high tech multi-layered mirrored coating which allows the wearer to view themselves in a mirror without distortion.

Long the dream of television fans, the world’s first high-definition TV capable of projecting three-dimensional images will be released in Japan on April 23.

Home electronics companies have been focusing their recent efforts on creating a home-use 3D TV, but Panasonic has beaten its rivals to a launch date.

The 3D systems are based on the company’s existing Viera plasma display panels, enabling the company to keep the price increase down to just Y70,000.