Ray-Ban will quietly fete its 75th birthday this year with a new collection and advertising campaign that nods to its storied history.
The Ambermatic collection is inspired by Ray-Ban’s first aviator sunglasses, which were released in 1937. The capsule collection of four aviators incorporates a light-sensitive photochromic yellow lens that darkens depending on light and temperature conditions.
Available shapes include a classic aviator with or without curved temple tips, the shooter silhouette and the outdoorsman. All styles are gold-rimmed except the black-framed classic aviator without curved temple tips.
“People may not realize that Ray-Ban first started out from a military request for pilot’s sunglasses. This Aviator style is something that was developed long ago but that continues to be nurtured by the brand with new frame materials and lens development,” said Sara Beneventi, Ray-Ban brand director. “The relationship between Ray-Ban and the Aviator is treated with reverence. The Ambermatic is a testament to that commitment to craftsmanship and technical design.”
One of Ray-Ban’s older styles, the shooter includes a middle circle under the top bar, which doubled as a cigarette holder designed to free the hands of the wearer when hunting.
Like the shooter, the outdoorsman has top bar and temple end pieces covered in nacre, but it does not include the circle.
Set to hit Sunglass Hut, Henri Bendel and upscale department stores in June, the collection will retail for $219.
Ray-Ban’s new “Legends” ad campaign, which rolls out this month, will not only stage Ambermatic’s arrival, but also be a curtain raiser for the brand’s private book.
The “Legends” campaign tells the 75-year spirit of the brand’s “Never Hide” motto. Shot by Mark Seliger in Los Angeles, the campaign features seven images styled by Arianne Phillips. The photos capture seven historic moments, one per decade, and span from the Thirties to the Nineties. Images, some of them controversial, include a gay couple holding hands in the Fifties, a defiant, Ray-Ban wearing English socialite in the Sixties and white rapper performing in front of an African-American audience in the Nineties.
The limited edition private book, which will be available in September for VIP clients only, includes 18 rare photographs of historic figures wearing Ray-Bans, as well as a handful of 1,000-word essays by brand influencers such as Iggy Pop, Pharrell and Jann Wenner. Called “Legends: Untold Stories,” the book includes images of Ray-Ban wearing icons such as Amelia Earhart, Humphrey Bogart and Lauren Bacall, Arthur Miller and Marilyn Monroe, James Dean, John F. Kennedy, Patti Smith, Andy Warhol and Michael Jackson.
“Beyond the public’s perception about Ray-Ban, whether they love wearing the Wayfarer or an Aviator, it’s essential to share the brand’s values, its history, really what defines it at its core, during this monumental anniversary,” said Fabio D’Angelantonio, who is the chief marketing officer at Luxottica, Ray-Ban’s parent company. “The pieces around this anniversary, the ad campaign, the Ambermatic, and ‘Untold Stories,’ are created to tell the brand story and serve as reminders of why consumers fell in love with the Ray-Ban in the first place.”
There'll be no rest for those headed to Europe for men's, as Paris just closed the gap with Milan. According to a provisional calendar released by the Chambre Syndicale, Paris Men's Week will now open a day earlier on January 16. See new highlights on the official lineup on WWD.com. #wwdnews #wwdfashion (📷: @kukukuba)
BREAKING: Jonathan Saunders is leaving @DVF. The designer has resigned from his position as chief creative officer of Diane von Furstenberg, the company said in a statement on Friday. At the time of his hire, von Furstenberg said Saunders’ arrival symbolized and facilitated her stepping back from the day-to-day duties that occupy the work of a full-time creative director. The British designer joined DVF in May 2016 and was in charge of all product categories. #wwdnews
For @versace_official’s spring ad campaign, the brand emphasized the archival prints from the spring tribute collection dedicated to the late Gianni Versace. Closing out the show were five of Gianni’s favorite models: Cindy, Naomi, Carla, Helena, and Claudia. Bowing on December 18, the new campaign is yet another tribute to supermodel-dom as the images by Steven Meisel are fronted by @iamnaomicampbell, @cturlington, @gisele and more. #wwdfashion
Four-time Oscar-nominated actress Annette Bening has been waiting 20 years to play Gloria Graham in "Film Stars Don't Die in Liverpool," which will be released on December 29. The movie about Graham – a Hollywood star known for her controversial relationship with a younger Englishman named Peter Turner – is based off a memoir Turned wrote. "She felt vulnerable to him, because she loved him, she really did love him. And anyone that we really truly are in love with, we re vulnerable to in a very deep way," said Bening. Read our full interview with the modern icon of an actress on WWD.com. #wwdeye (📷: @ninebagatelles; Styled by @cristinaehrlich)
The crisp white button down: a staple that can be dressed up or down and accessorized throughout the decades. Here, on a Art Basel-goer in 2017 on the left and on the iconic Audrey Hepburn in “Roman Holiday” in 1953 on the right. #tbt #wwdfashion (📷: Andrew Morales)
Known for her work with @victoriassecret, 25-year-old model @georgiafowler is raising her profile in Hollywood. Fowler stars in @vincecamuto’s holiday campaign, which launched in partnership with “Pitch Perfect 3.” “Almost every shoot with Vince Camuto, I’ve had to face a fear…It was definitely a challenge. I’m so grateful for it, though. I’ve always wanted to be a pop star, so that was the perfect chance,” Fowler said. Head to WWD.com to read about Fowler’s experience modeling, including at the #VSFashionShow, and her relationship with Nick Jonas. #wwdeye (📷: @jilliansollazzo)
EXCLUSIVE: Huda Kattan just became the first beauty influencer to land a major beauty deal. Kattan's business, @hudabeauty, has received a minority investment from private equity firm TSG Consumer Partners. The brand, which industry sources say is on track to do $200 million in retail sales for 2017, will receive support on product, retail and geographic expansion through the deal. Get all the details on the deal and read @_a_collins' interview with Kattan on WWD.com. Link in bio. (📷: @jgreenery) #wwdbeauty #wwdnews
Peruvian model @juanaburga_official – who is known for walking the runways of @rodarte, @viviennewestwood and @torybuch – is making the move to the big screen with drama “Los Últimos.” The film premiered in Argentina in November and arrives in the U.S. and Europe in 2018. On making the switch from modeling to acting, Burga told WWD: “It’s a completely different thing – a lot of people think it’s similar or try to connect things, especially like getting used to the camera or being looked at all the time or playing these different characrers, but film is a completely different story.” #wwdeye (📷: @jgreenery)
London’s newly opened @designmuseum will look back on the life and work of Azzedine Alaïa in a show that the designer helped to curate before he died of heart failure last month. The retrospective, which Alaïa had worked on with Mark Wilson, chief curator of the @groningermuseum, will look at the impact of his work worldwide. The show, “Azzedine Alaïa: The Couturier,” will run from May 10 to October 7. Read more about the exhibit on WWD.com #wwdnews #wwdfashion (📷: @zefashioninsider)