Ray-Ban
Ray-Ban's iconic eyewear campaigns and high-fashion collaborations across fashion and eyewear
Featured Ray-Ban projects
This week's top Ray-Ban projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Project Ray-Ban · Ray-Ban Meta Campaign by François R ...
Ray-Ban’s latest eyewear campaign, directed with sharp precision by photographer Rasmus Weng Karlsen, masterfully bridges the gap between high-end fashion and everyday urban existence. Under the guidance of creative director Fedra Malara, the project leans into a sophisticated, editorial lifestyle aesthetic that captures the intersection of technology and personal style. Styled by Helena Tejedor, the imagery utilizes crisp tailoring—from pinstriped blazers to rich burgundy leather—to ground the brand’s iconic frames in a contemporary narrative. Through a series of cinematic portraits, the campaign leverages natural light to emphasize the tactile quality of both the garments and the eyewear, creating an intimate sense of place whether the subjects are navigating bustling city streets or pausing for a quiet moment by the water. The visuals move seamlessly between candid, high-angle lifestyle shots and deliberate portraiture, using a natural light technique that lends authenticity to the subjects’ movements. By incorporating live-action techniques, the narrative feels grounded and immediate, moving away from overly polished studio tropes in favor of a lived-in, humanized reality. With talents including Marin Judas, Carl Schultz, Emily Viviane, and Ysham Jackson, the collection is elevated through a distinct creative lens, proving that the synergy of smart styling and expert lighting can redefine the classic eyewear campaign for a modern, tech-forward audience.
Project Ray-Ban · Aviator Route 90th by Quentin de Briey
To commemorate nine decades of an iconic silhouette, Ray-Ban launched the Aviator Route 90th campaign, a visually arresting tribute to the timeless intersection of eyewear and American subculture. Captured through the lens of photographer Quentin de Briey, the editorial campaign channels a distinctly cinematic aesthetic that leans into the nostalgic allure of the golden hour across the urban landscape of Los Angeles. Under the creative direction of Fedra Malara, the imagery meticulously constructs a mood of effortless cool, featuring models Em Verleun and Noah Tumataroa immersed in a series of lifestyle vignettes. The production is elevated by the precise styling of Tony Irvine, whose choice of leather textures and understated apparel allows the heritage design of the aviators to remain the focal point. Technical mastery is evident throughout the series, utilizing natural light to achieve a soft, analogue film quality that evokes a sense of perpetual road-trip wanderlust. From the intimate framing within vintage sports cars to the sweeping, desaturated vistas of city streets at twilight, the project successfully bridges the gap between commercial portraiture and high-end editorial storytelling. By emphasizing the interplay of light, shadow, and materiality, the campaign reaffirms the aviator as a permanent fixture in the cultural zeitgeist while celebrating the enduring, grit-infused spirit of the open road.
Project Ray-Ban · Doja Cat x Ray-Ban Meta
Ray-Ban teams up with entertainer Doja Cat for this editorial eyewear campaign showcasing the Ray-Ban Meta smart glasses. The series of portraits highlights the integrated camera technology and frame details through a minimalist aesthetic, leaning into a clean studio look. Photographed by William Arcand with fashion styling by Brett Alan Nelson, the campaign pairs structured houndstooth tailoring with the eyewear collection. The imagery utilises natural light and high-key lighting to maintain a sharp, polished focus on both the subject and the technical design of the frames.
Project Ray-Ban · Teyana Taylor x Ray-Ban Meta
Ray-Ban presents a collaborative campaign featuring entertainer Teyana Taylor to spotlight the Ray-Ban Meta smart sunglasses. The project centers on a series of studio portraits that leverage a clean, minimalist aesthetic to highlight both the eyewear and the tactile textures of Taylor's layered apparel. Photographer William Arcand leads the creative execution, utilizing soft, directional lighting to maintain a polished look. The imagery oscillates between commercial and editorial sensibilities, employing techniques such as analogue film and natural light to provide depth and contrast against the neutral studio backdrop.
Project Ray-Ban · Ray-Ban 2023
Ray-Ban’s 2023 eyewear campaign features a series of editorial portraits that lean into high-contrast studio aesthetics. The collection, focused on both optical frames and sunglasses, utilizes a vibrant palette of warm yellow and red gradients contrasted with cool blue rim lighting. Photographer Yuma Migliaccio captures the subjects against atmospheric backdrops, employing saturated color grading and clean framing to highlight the accessory details. Art direction is by Fedra Malara, with fashion styling provided by Camilla Sossi. Hair styling by Luigi Morino and makeup by Serena Congiu complete the visual execution across the commercial campaign.
Project Ray-Ban · Holiday Campaign 2024
The Ray-Ban Holiday Campaign 2024 is an eyewear commercial series that leans into a refined, minimalist aesthetic. Shot by photographer Yuma Migliaccio under the creative direction of Laura Vandenbergh, the imagery highlights the brand's latest frame collection through a series of polished studio portraits. The execution relies on direct flash and natural light to emphasize the reflective textures of satin garments, sequins, and metallic accessories. With a focus on sharp, clean lines, the campaign utilizes a neutral color palette that allows the diverse frame styles—ranging from geometric black designs to translucent tinted lenses—to remain the focal point.
Ray-Ban · Bailey
Ray-Ban presents Bailey, a fashion accessory project captured through a series of dynamic live-action vignettes. The film moves between an expansive field of wildflowers and a controlled studio environment, centering on a portrait-focused exploration of eyewear styling. Produced by STADIUM, the aesthetic leans into a cinematic and nostalgic tone. The visuals make extensive use of natural light and atmospheric color grading to create a consistent, warm mood across both outdoor and studio settings.
Ray-Ban · Meta Smart Glasses
This campaign for the Ray-Ban Meta smart glasses explores the integration of wearable technology into daily social routines and active lifestyles. The commercial video highlights the functionality of the device, showcasing features such as voice-activated photo capture, live video streaming, and real-time translation capabilities. Directed through the agency Special Guest with production handled by Scheme Engine, the edit utilizes a fast-paced, live-action technique. The visuals transition through varied perspectives, from point-of-view driving sequences to intimate social moments, maintaining a clean and saturated aesthetic.
Project Ray-Ban · Ray-Ban Meta AI Gen 2
Ray-Ban and Meta present the campaign for the Ray-Ban Meta AI Gen 2, a project highlighting the intersection of classic eyewear design and modern hardware integration. Shot by photographer William Arcand, the series utilizes a moody aesthetic and hard light to emphasize the textures of dark leather apparel and the reflective finishes of the eyewear frames. The commercial campaign features a consistent studio approach, employing clean lines and a low-key chiaroscuro technique. The imagery focuses on the hardware's form factor and portability, showcasing the glasses and their charging case through polished portraiture and close-up detail shots.
Project Ray-Ban · Coperni x Ray-Ban Meta
Ray-Ban and Coperni partner for a collaborative campaign showcasing the latest Meta smart eyewear collection. The series features portraiture focused on the minimalist design of the frames, blending fashion-forward styling with functional tech accessories. Photographer William Arcand captures model Vie Chidiac in a series of clean, high-key studio portraits. The imagery emphasizes a monochrome aesthetic, utilizing soft light and a stark, neutral backdrop to highlight the sharp lines of the eyewear and accompanying apparel. Hair stylist Sergio Estrada and makeup artist Jezz Hill contribute to the editorial focus, ensuring a cohesive, refined look across both vertical and horizontal formats.
Project Ray-Ban · Ray-Ban by Rafael Pavarotti
This fashion-led campaign for Ray-Ban channels a high-impact, editorial aesthetic through a series of vivid portraits. Photographer Rafael Pavarotti frames the collection against saturated gradient backdrops, utilizing intense lighting to emphasize the structural silhouettes of quilted outerwear. Creative direction by Fedra Malara defines the visual narrative, which pairs bold eyewear with avant-garde styling. The project leans into a clean, saturated palette and plays with sharp contrast. Supporting the visual execution, fashion styling was led by Vittoria Cerciello, with set design by Ibby Njoya, hair by Pierpaolo Lai, and makeup by Luciano Chiarello. Casting was managed by Barbara Nicoli & Leila Ananna.
Project Ray-Ban · Ray-Ban 2025 Icons Campaign - The Round & The Aviator
Ray-Ban’s 2025 Icons campaign, "The Round & The Aviator," presents a series of portraits centered on the brand’s enduring eyewear silhouettes. The imagery leans into a high-contrast aesthetic, juxtaposing clean studio lighting against both neutral and saturated backgrounds to emphasize the sculptural quality of the frames. Photographed by Rafael Pavarotti with creative direction by Fedra Malara, the campaign highlights the intersection of classic eyewear and tactile fashion. Styling by Vittoria Cerciello brings together rich textures—including faux-fur, shearling, and metallic fabrics—that serve to anchor the frames within a polished, editorial context. Featuring hair by Pierpaolo Lai and makeup by Luciano Chiarello, the series maintains a consistent commercial look across various models, including Athiec Geng, Haojie Qi, Lucy Rosiek, Samuel Elie, and Saul Symon. Set design by Ibby Njoya and casting by Barbara Nicoli and Leila Ananna round out the production, which utilizes monochrome palettes and chiaroscuro techniques to heighten the focus on the product.
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