The Icons and their evolving identity

The story of Ray-Ban is a story of reinvention. Since the creation of the Aviator eighty years ago, Ray-Ban has constantly reimagined its iconic products. Pioneering new technology. Cutting edge designs. This holiday season, the Ray-Ban Reinvented campaign celebrates 80 years of evolution. Because a true inventor never stops.

A visual story of reinvention

Since launching as the first ever sunglass brand in 1937, Ray-Ban has constantly reimagined its most iconic products. With Ray-Ban Reinvented we’re celebrating the evolution of Ray-Ban’s four Icons – Aviator, Wayfarer, Round and Clubmaster – with a visual take on reinvention. A universe that encapsulates each Ray-Ban icon and their re-inventions, digital collages combine illustration and photography to explore the particular history and heritage of each style.


Sean Penn and Madonna (Photo by Ron Galella/WireImage)
Sean Penn and Madonna (Photo by Ron Galella/WireImage)

Reinventions born of an icon

One step ahead in style. Never sacrificing substance. Committed to re-thinking and re-imagining our products, the Ray-Ban icons have had countless reinventions. With endless ideas and opportunities for integrating new technology, leading new trends or revisiting classic styles, every reimagining of an icon is iconic in itself.

This holiday season, the Aviator – the frame that sent Ray-Ban into the stratosphere – is now available once more in its original design. Released for the 80th anniversary, available online and at Ray-Ban stores only, this reinvention looks to history instead of the future; the minute details of the Aviator 1937 throwback to the first ever Ray Ban frame – and a time of flight and fight.

Or look back to the 70s with Evolve. Those iconic Aviator lenses are remade with a photochromatic lens that changes in the light.

Blaze is a complete reinvention of the Aviator. Bold flat lenses are laid over the frame for a look that demands attention. Because in the 21st century, you don’t just shine. You blaze.

The retro-classic Clubmaster is given a space-age makeover for Clubmaster Aluminium. Reinvented metallic frames – but a vintage sophistication they’ll never lose.

Ray Ban Hexagonal gives Round an edge. The folksy round frames are given a sharp update with flattened lenses and new angles. A modern update, but whether you choose yours in pale lilac, bright blue, or classic black, the psychedelic spirit of the 60s lives on.

The 16 ‘Reinvention’ products available for purchase are:
Ray-Ban Aviator 1937, Optical, Blaze, Outdoorsman, Shooter, Ambermatic Leather, Craft, Mirror, Evolve. Ray-Ban Wayfarer Classic and Folding
Ray-Ban Clubmaster Classic and Aluminium
Ray-Ban Round Classic and Hexagonal

For more information, visit: http://ray-ban- reinvention.com/

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