Ray-Ban

Aug 2025

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.

Vertical, Commercial, Editorial

Studio strobe

Eyewear, Fashion