Ray-Ban has named rapper and fashion influencer A$AP Rocky as its first-ever creative director, marking a new chapter in the eyewear brand's 87-year history. The announcement came from parent company EssilorLuxottica, which has owned the brand since 1999.
In his new role, Rocky will lead Ray-Ban Studios, the brand's creative platform launched in 2016. He'll oversee the artistic direction and reimagining of the brand's identity while maintaining its connection to contemporary culture.
Leonardo Maria Del Vecchio, Ray-Ban's President, cited Rocky's diverse creative background as key to the appointment. "Ray-Ban has been worn by cultural icons for eight decades. Rocky's ability to move between different creative worlds aligns with our brand's foundation of innovation and bold thinking".
The partnership will debut with the Blacked Out Collection in April 2024. The line features updates to Ray-Ban's Mega Icons series, incorporating ultra-dark lenses and frames that blend traditional elements with contemporary design.
"Ray-Ban's evolution while staying true to its heritage drew me to this role", Rocky said. The Grammy-nominated artist, known for his influence in both music and fashion, will shape the brand's creative projects and future aesthetic direction.
This collaboration represents Ray-Ban's latest move to connect with younger audiences while preserving its status as a heritage eyewear brand. The company, which started manufacturing aviation sunglasses in 1937, has consistently adapted its products to reflect changing cultural trends.