Ray-Ban launches new ad campaign lensed by Steven Klein

By

Laura Galbiati

Translated by
Nicola Mira

Published
Mar 29, 2017

Italian eyewear giant Luxottica has let loose the maverick creative instincts of US photographer Steven Klein for the 2017 ad campaign of its historic sunglasses label Ray-Ban, which is about to fête its 80th anniversary.

The campaign features seven pictures, expressing a "healthy rebellion" against societal stereotypes, as  Steven Klein captures the fleeting moments when his protagonists shake off their past to pursue their passions and realise their dreams.

"The campaign focuses on diversity and individualism, said Klein. The general idea was to create a fictional setting in which people leave their world behind to enter another, with no intention of ever looking back on the past. One of the campaign's strong points is its sense of authenticity. Ray-Ban wearers always express their unique identity, they are never overwhelmed by the product."

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The pictures feature some of Ray-Ban's classic models, such as the Aviator, Clubmaster and the newly relaunched The General, as well as the latest new models Blaze and Dean.