Jena Sims show casing her new diff eyewear sunglasses featuring the Hope Bronco Blue and the Rookie in Bronco Blue



A breath of fresh air. Classic shapes take on bright new life with this line. These sunglasses (and prescription glasses!) are fun, fresh, and unapologetically happy. Try on something colorful and free from Jena Sims x DIFF.

Because your eyewear should be authentic, unique, and utterly a vibe.

jena sims modeling her various sunglasses made by diff eyewear

FAQ

This is your first-ever eyewear collaboration, which is huge. How did it feel to design your own frames for the first time, and what do the names Rookie, Sims, and Hope mean to you?

I’m in awe that my partnership with the brand in 2024/2025 led to something even bigger! It’s proof that putting your heart and energy into something you truly care about pays off in the long run. Having the creative freedom to name the styles is my favorite part of brand collaboration work. During my year working with you all, I won Sports Illustrated Swimsuit’s Rookie of the Year award, so it only felt right to honor that. Plus, sunglasses are the perfect complement to swimsuits—am I right?! Sims is my maiden name and a nod to my family. Hope is multifaceted. First and foremost, it’s the name of my nonprofit event, The Pageant of Hope™, which is a reminder to see the inner beauty in everyone and to shine from the inside out. To me, the word “hope” itself is a reminder that no dream is too big.

The teal frame is such a standout moment in the collection—what inspired that color choice?

That shade is actually a perfect match to my girl Blue Jean, my 1975 classic Ford Bronco that I designed and built (with the help of a company based in Ohio). DIFF sent several swatches, and we went back and forth until it was just right. It isn’t seafoam and it isn’t Tiffany Blue; it’s Blue Jean Blue 

From a design point of view, what makes the Rookie, Sims, and Hope shapes feel uniquely you?

There are many sides to my life: I’m a mom, a golf WAG, a swimsuit model, a nonprofit founder, and a wine lover…the list could go on. I wanted each frame to be unique in its own way and represent the different facets of my life.

If you had to match each frame—Rookie, Sims, and Hope—to a different ‘Jena day,’ what would they be?

Hope: In my opinion, these are the “safe” choice, perfect for preschool drop-off when I’m trying to conceal the amount of wine I may have enjoyed the night before. Sims: These are for when I’m feeling fabulous! I’m known for my colorful, bold choices, and the hot pink frameless square shape gives major Y2K energy. This is a pair of frames my teenage self would be so proud of—the kind that instantly boosts your confidence and makes any outfit feel intentional. I’d wear these lounging by the pool, heading to happy hour, or cruising around in Blue Jean on a coffee run. They’re truly the cherry on top of any look. Both you and DIFF care a lot about giving back. Why was it important for your first eyewear collaboration to have a charitable component, and what about DIFF’s mission made you feel like this was the right brand to partner with? The mission of my nonprofit organization and the charity DIFF partners with are closely aligned. Vision To Learn brings essential vision care to children who need it most, setting them up for success and confidence in the long term. That’s exactly what we strive to instill in the participants of The Pageant of Hope. We teach interview skills, poise, and presence on stage, provide mini makeovers, and award each participant a unique pageant title at the end of the day. The transformations we see from the beginning of the event to the coronation ceremony are incredible. Watching these kids light up and gain confidence is why I’ve been doing this for 21 years. I only partner with brands I feel personally aligned with and truly believe in, and DIFF embodies that mission beautifully.