The founders positioned their first creations as fashion accessories — instead of technical visual aids — and soon gained ground in Western Europe. They chose a French name for their company as fashion then was still heavily dominated by French designers.[2] The first product had a narrow square shape with dark frames, unusual for its time. In the early 1970s, the brand became popular due to actress Sylvia Kristel.
Although the main emphasis of Silhouette always laid on its own brand, in 1991 the company started an intense cooperation with German sportswear producer Adidas. Still today, the company is responsible for the design and production of all glasses for the Adidas Performance line, devoted to athletes. In 1994, the doll Barbie was seen wearing Silhouette sunglasses in the exhibit Art, Design and Barbie at the World Financial Center in New York City. In 1999, the Titan Minimal Art Series was introduced that led to a cooperation with NASA in the following years. Since 2007, there has been a cooperation with the Vienna Philharmonic orchestra. In 2011, the Crystal Collection was presented.