Ray-Ban

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.

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.

Ray-Ban · 2024 Icons Ad Campaign

Ray-Ban leans into its heritage as a cultural touchstone with the 2024 Icons Ad Campaign, a masterclass in editorial minimalism that strips away the noise to refocus on the sheer magnetism of personal identity. Across a series of stark, high-contrast black and white studio portraits, the campaign celebrates the enduring power of classic eyewear silhouettes. Photographer Lucrezia Ganazzoli orchestrates a clean, graphic visual language, utilizing precise studio strobe techniques to accentuate the textures of leather, dark curls, and the sharp contours of the frames. By placing a diverse cast—including models Valentin Caron, Peng Chang, Martina H., and Adamu—against a monochromatic, high-key backdrop, the imagery emphasizes the subject’s gaze, creating a compelling dialogue between the individual and the accessory. The work is refined yet visceral, anchored by the styling of Sissy Vian, whose choice of layered textures like leather and denim ensures that every portrait feels grounded in a timeless fashion context. With hair by Pier Paolo Lai and makeup by Giovanna Fucciolo, the ensemble highlights facial details with clinical precision, while the iconic red Ray-Ban logo serves as a bold final punctuation mark. This commercial series effectively positions the brand not just as eyewear, but as a vital component of the modern uniform, proving that true style remains perpetually relevant when captured with such disciplined, intent-driven focus.

Ray-Ban · 'The Icons' 2025 Ad Campaign

Ray-Ban’s 2025 The Icons campaign marks a sophisticated return to form for the legendary eyewear brand, leaning heavily into a refined, editorial aesthetic that prioritizes timeless character over fleeting trends. Under the creative direction of Fedra Malara and Filippo Vezzali, the project delivers a series of arresting portraits that highlight the structural integrity and design heritage of the brand’s most recognizable silhouettes. Photographer Jordan Hemingway captures the subjects with a precision that bridges the gap between commercial appeal and high-fashion sensibility, utilizing a deliberate blend of studio strobe lighting and softer, cinematic natural light. The styling, curated by Vittoria Cerciello, pairs classic browline glasses and modern cat-eye frames with structured tailoring—ranging from pinstripe blazers to oversized denim—creating a tactile interplay between the crisp lines of the eyewear and the rich textures of the garments. Featuring models such as Georgia Palmer, Hezhizi Liu, and Silas de Maat, the imagery maintains a clean, minimalist focus that allows the iconic red branding to anchor every composition. By eschewing over-saturated digital effects in favor of professional, focused portraiture, the campaign reads as a masterclass in visual consistency. It is a calculated evolution that reinforces the brand’s status within the fashion industry, successfully positioning these classic pieces as essential components of a contemporary, high-end wardrobe while retaining the rugged, bold identity that has defined the label for decades.

Ray-Ban · 'The Icons' 2025 Ad Campaign

Ray-Ban continues its legacy of defining cool with 'The Icons' 2025 ad campaign, an editorial showcase that reaffirms the brand's position at the intersection of timeless eyewear and contemporary fashion. Under the creative direction of Fedra Malara and Filippo Vezzali, the project captures a diverse ensemble of talent, including Jadi Wegener, Walid Fiher, Hezhizi Liu, and Ottawa Kwami, in a series of striking portraits. Photographer Axel Morin brings a refined, high-fashion sensibility to the shoot, expertly utilizing studio strobe lighting to emphasize the interplay between sharp tailoring and the sleek silhouettes of the brand's legendary frames. Stylist Vittoria Cerciello leans into bold, tactile textures, pairing leather, denim, and metallic finishes against vibrant, color-blocked backgrounds to create a vivid visual tension. Through the lens, the campaign oscillates between cinematic, low-key chiaroscuro lighting and clean, minimalist portraits that strip away the noise to spotlight the craftsmanship of the product. With meticulous set design by Nicola Scarlino and polished grooming by Pierpaolo Lai and Luciano Chiarello, the series feels both elevated and accessible. By anchoring the bold, modern aesthetics with the brand's iconic red logo, the campaign successfully bridges the gap between heritage and future-facing style, cementing these eyewear pieces as essential components of a modern, expressive identity.

Ray-Ban · A$AP Rocky Ad Campaign

The A$AP Rocky collaboration for Ray-Ban stands as a masterclass in editorial fashion storytelling, seamlessly blending high-concept portraiture with authentic street-level lifestyle photography. By grounding the campaign in the rhythmic textures of urban environments—from Harlem street corners to local convenience stores—the work eschews traditional advertising tropes in favor of a cinematic, documentary-style aesthetic. The imagery, frequently captured under soft natural light or rendered with the distinct grain of 35mm film, leans into a curated juxtaposition between sharp, structured tailoring and eclectic, experimental styling. A$AP Rocky serves as the central anchor of the narrative, moving fluidly between classic, understated Wayfarers and bolder, modern eyewear silhouettes. His presence is elevated by deliberate details, such as pearl-encrusted hair accessories and layered metallic cross necklaces, which transform the campaign into a visual study of contemporary style. Techniques ranging from chiaroscuro-inspired high-contrast portraiture to candid live-action shots create a layered, compelling world that feels both aspirational and grounded. This project successfully recontextualizes iconic eyewear by positioning it within an elevated, layered sartorial landscape that emphasizes unity, confidence, and a deliberate disregard for fashion boundaries. It is an exploration of cultural signifiers where each frame works to cement the brand’s enduring legacy while pushing into a sophisticated, fashion-forward territory.

Ray-Ban · 'The Icons' 2025 Ad Campaign

Ray-Ban’s The Icons 2025 campaign serves as a masterclass in modern editorial minimalism, stripping back the noise to focus entirely on the architectural precision of the brand's most celebrated eyewear. Under the creative direction of Fedra Malara and Filippo Vezzali, the project bridges the gap between heritage and high-fashion, utilizing a sophisticated interplay of textures and light to frame the frames. Photographer Rafael Pavarotti captures a series of striking portraits that lean into the versatility of studio strobe lighting, alternating between crisp, high-key environments and moody, low-key chiaroscuro setups. The execution is defined by a rhythmic use of bold, layered materials—plush faux fur, sharp patent leather, and structured wool—which provide a tactile counterpoint to the clean, metallic lines of the iconic aviators and optical glasses. With meticulous styling by Vittoria Cerciello and an inclusive ensemble of models including Saul Symon and Lucy Rosiek, the campaign feels both timeless and aggressively contemporary. By anchoring each composition against solid, monochromatic backgrounds, the work ensures the Ray-Ban logo remains the definitive visual anchor, reinforcing the brand's enduring authority within the fashion and eyewear industry. It is a calculated, polished showcase that proves even the most recognizable icons can feel entirely new when seen through a modern, curated lens.

Ray-Ban · Jennie x Ray-Ban

Ray-Ban leans into a refined, high-fashion narrative with its latest eyewear campaign featuring global icon JENNIE. The creative direction, spearheaded by Fedra Malara, emphasizes a sophisticated interplay between structured apparel and the timeless appeal of the brand's frames. Captured through the sharp, technical lens of photographer Jordan Hemingway, the collection of portraits utilizes high-key lighting and studio strobe techniques to isolate the subject, ensuring the sleek silhouettes of the glasses command full attention. The styling, executed by Sam Woolf, serves as a masterclass in monochromatic color palettes and tactile material play, moving from deep, glossy burgundy patent leather to soft, ethereal peach-toned layers. Each composition feels deliberate and editorial, grounding the commercial elements in a clean, minimalist aesthetic that feels both accessible and aspirational. With hair styling by Lee Seon-Yeong and makeup by Lee Sol, the aesthetic remains polished and cohesive throughout, while the prominent white Ray-Ban logo overlay adds a graphic, signature finish that ties the campaign together. By merging the star power of JENNIE with a contemporary, high-contrast studio environment, the project effectively recontextualizes classic eyewear design for a modern audience, solidifying Ray-Ban's position at the intersection of heritage fashion and progressive, image-driven cultural influence.

Ray-Ban · Doja Cat x Ray-Ban Meta

Ray-Ban · Teyana Taylor x Ray-Ban Meta

Ray-Ban · Ray-Ban 2023

Ray-Ban · Ray-Ban 2024 The Icons