Ray-Ban

Mar 2025

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.

Editorial, Vertical, Commercial

Studio strobe

Eyewear, Fashion