Ray-Ban

Apr 2024

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.

Vertical, Commercial

Studio strobe

Eyewear, Fashion