Macron appeared at Davos this week, wearing reflective aviator-style sunglasses, to deliver a high-profile speech to global political and business leaders in the Swiss resort town. The look, strikingly reminiscent of Tom Cruise’s fighter-pilot persona in the 1986 film Top Gun, quickly dominated coverage and commentary around his appearance. Clips and images of the French president in the mirrored glasses spread rapidly on X, Instagram, TikTok, and news sites, with memes and side‑by‑side comparisons casting him as a swaggering pilot rather than a buttoned-up technocrat.

Onstage during his speech, Trump even joked at his onetime handshake-rival‘s new look: “I watched him yesterday with his beautiful sunglasses. I said, ‘What the hell happened?’” Trump later went on a tangent about Macron’s approach to drug-price policy before adding, “I actually like him. I do.”

The shades were identified as the Pacific S 01 model produced under the French luxury brand Henry Jullien, which is owned by Italian eyewear group iVision Tech. Priced at about 659 euros — roughly $770 to $775 — the model is crafted in small batches and marketed as a high‑end, made‑in‑France frame with gold‑doubled metal construction.

The Italian stock behind the frames

Although the sunglasses are designed and manufactured in France, their viral fame has had the most dramatic impact in Italy, where iVision Tech is listed on the Milan market under the ticker IVN. The relatively thinly traded micro-cap has seen its stock price for iVision Tech jump nearly 30% since the frames appeared onstage with Macron. This has added roughly 3.5 to 4.1 million euros — about $4 million — to iVision Tech’s market capitalization.

The rally has been so sharp that trading in iVision Tech shares was repeatedly halted for volatility, with the stock briefly resuming before being suspended again as buy orders poured in. Analysts describe this as a textbook example of how sudden global exposure can transform a niche industrial player into a momentum trade for short‑term investors.

What the company and Macron’s camp say

Stefano Fulchir, the president and CEO of iVision Tech, and Henry Jullien, told Euronews that it was actually the first time they had seen Macron wear the spectacles. He explained that Macron first received the sunglasses as a gift in 2024, and that his office conducted a full one-hour interview to ensure the glasses were actually French in origin.

Macron has said he turned to the reflective glasses partly to conceal a minor eye condition, after being photographed with a visibly bloodshot right eye. He has described the issue as a benign burst blood vessel, and French media quoted him apologizing for the “shades” while insisting he needed to wear them for a while on medical grounds.

The ‘Top Gun’ and meme effect

Across social networks, users have latched onto the cinematic quality of Macron’s look, repeatedly referencing Top Gun and joking that the French leader appeared ready to step into a cockpit rather than a conference hall. Commentators have suggested that the sunglasses give his tough messages to Washington and his broader geopolitical positioning an added edge, framing him as a more rebellious and confrontational figure.

Financial commentators, meanwhile, point to the episode as another case study in how “meme economics” can collide with traditional markets. A single, viral visual — in this case, a head of state in high‑end aviators — has been enough to send a tiny Italian stock soaring, even as the underlying business fundamentals remain unchanged.

For this story, Fortune journalists used generative AI as a research tool. An editor verified the accuracy of the information before publishing.