In honor of the 75 year anniversary of the iconic eye-wear company, Ray-Ban’s Never Hide campaign reflects back on nostalgic moments of the brand’s history and look to the future with a brand new collection. Inspired by the 1937 Ray-Ban aviator sunglasses, the new “Ambermatic” collection fuses together a light-sensitive photochromic yellow lens that darkens according to different lights and temperature conditions. Included in the new collection are the classic aviators, the outdoorman shape, as well as the shooter silhouette. Releasing in US stores and online this June, the Ambermatic collection will be retailed at $219 a pair. 

The 75 Year Anniversary Never Hide campaign introduces a new Legends campaign that recap the 75 year story of the brand motto. Shot by Mark Selige in Los Angeles, the photos capture one historic moment for every decade, spanning from the 1930s to 1990s.  In addition to the creative, vintage ad campaign Ray-Ban is also releasing a limited edition private book entitled, “Legends: Untold Stories” which features some rare photos from historic icons wearing their Ray-Bans including Marilyn Monroe, James Dean, Michael Jackson, Andy Warhol, and even John F Kennedy. Along with the photographs, the book will also feature multiple 1,000 word essays by major brand influentials such as Pharrell, Iggy Pop, and Jann Wenner. Unfortunately for the general public, the “Legends: Untold Stories” book will only be available to Ray-Bans VIP clients. At least  all of us will be able to snag a pair of the new Ambermatic collection to rock this summer! 

 

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Article by: Angela Samartano

 

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