Ray-Ban announces its partnership with musician A$AP Rocky, marking a new chapter in the brand’s evolution by blending contemporary influences with its iconic heritage.
Ray-Ban, the iconic eyewear brand, has made headlines with the announcement of its collaboration with renowned musician and fashion influencer A$AP Rocky, who will serve as the first-ever Creative Director for Ray-Ban Studios. This partnership is set to redefine the brand’s aesthetic and vision, marking a significant step in blending its rich heritage with contemporary cultural influences. The announcement was made on February 21, 2025, in Milan, Italy.
A$AP Rocky, whose real name is Rakim Mayers, is well-known for his trendsetting impact in both the music and fashion arenas. Since emerging on the scene in 2011, he has garnered billions of streams and earned multiple awards, solidifying his position as a leading figure in contemporary culture. His appointment as Creative Director coincides with the anticipated release of his fourth studio album, “Don’t Be Dumb,” and begins with the unveiling of the Blacked Out Collection, which features a redesign of the brand’s Mega Icons alongside a new lens type. This collection is expected to be available in April 2025.
In his statement during the announcement, A$AP Rocky expressed his admiration for Ray-Ban, noting, “I’ve always admired Ray-Ban’s ability to stay true to its roots while constantly evolving. I’m excited to be part of the strong heritage and develop the next chapter for an iconic brand like Ray-Ban.”
Ray-Ban President Leonardo Maria Del Vecchio also commented on the collaboration, stating, “Ray-Ban transcends the eyewear industry; it’s not just a brand, it’s a lifestyle. For nearly 80 years, the brand has been on the faces of the most iconic musicians, artists, actors, and heroes – shaping and re-shaping the status quo, leading cultural revolutions of all times. Today, we are welcoming A$AP Rocky into our family; he’s a visionary artist and creator. His ability to push the boundaries of the diverse worlds he explores aligns with the Ray-Ban DNA. We are reinforcing the brand’s values of innovation, pioneering spirit, and courage. Let the future begin!”
Rocky’s role as Creative Director will involve more than just designing eyewear. He plans to direct marketing campaigns and redesign Ray-Ban retail spaces to integrate elements of music, fashion, and the arts. The Blacked Out Collection is anticipated to embody both traditional iconic designs and bold, modern influences, featuring gold-plated details and ultra-black lenses, which are expected to appeal to both existing fans of the brand and new audiences alike.
The collaboration signals an exciting pivot for Ray-Ban, seeking to engage a younger demographic while staying rooted in its legacy of style and innovation.
Source: Noah Wire Services
