The Luxottica Group – one of the leading names in the global eyewear sector and the owner of iconic sunglasses brand Ray-Ban – has unveiled its new 2017 communication campaign, which draws on the creative instincts of renowned American photographer Steven Klein.
Featuring seven stunning shots, the Ray-Ban campaign is a healthy rebellion against the accepted logic of a society built around stereotypes – stereotypes that prevent us from truly being ourselves. Steve Klein the American photographer breaks the norm to bring in some freshness within the campaign. Steering away from the stereotypes, the lensman has woven different stories around characters set in different moods and situations from real life.
The campaign is sometimes irreverent, sometimes impertinent, but always authentic. As Ray-Ban turns 80, the concept of authenticity -embodied by the brand’s signage- is stronger, bolder and more surprising than ever. The characters are liberating in themselves and set a sryle statement with the varied dsigns launched this season.
“The campaign is about diversity and individualism” explains Klein. In his own words, Klein is creating the concept of leaving behind the past, never to look back and stepping into the future, into a newer world. “One of the great things about doing this campaign was that it felt authentic in the sense that whoever wears Ray-Ban takes on their own identity and the glasses do not wear them,” says the American photographer
Interestingly, the subjects of the images wear ‘RayBan designs’ that have either gone down in Ray-Ban history, as the timeless Ray-Ban Aviator, the evergreen Ray-Ban Clubmaster, the relaunched Ray-Ban The General or models that just hit the shelves for the first time, like the Ray-Ban Blaze and Ray-Ban Dean styles.
Check out the campaign- exclusively brought for you
The tough streets can make a young man feel caged in, but the protagonist decides to escape this world in order to liberate himself, to start again, and build a better future.
The protagonist wears a pair of Ray-Ban The General.
In this shot, the protagonist rejects the social stereotypes of successful men in a suit and tie which prevented him from feeling free and living by his own rules.
The protagonist wears a pair of Ray-Ban Aviator.
The stage door is the chosen escape route for this music artist, who has just won a prize but is proving her authenticity to everyone. She has no interest in the fame or glory that success brings, yet prefers to enjoy her evening doing what she likes most: making music.
The protagonist wears a pair of Ray-Ban Ja-Jo.
In this shot, the protagonist is leaving behind a love that has come to an end – a love than no longer belongs to her and made her feel trapped.
The protagonist wears a pair of Ray-Ban Dean.
This enviable couple is pictured leaving a club, showing their rejection of the status quo and proving that they can indulge their passions regardless of their age.
The visuals will be featured on a range of different channels including surprising and new digital content that will be revealed sooner than you think…Stay tuned!