A$AP Rocky's Got Ray-Ban Vision Now
With Ray Ban announcing A$AP Rocky as the brand's new creative director, the world of sunglasses is all set for a major makeover
Somewhere in an alternate universe, A$AP Rocky is still spitting bars like, "My shades Dior," just like he did on ‘Praise The Lord’. But in reality? No more Dior shades for Rocky—he’s been named the first ever creative director of Ray-Ban. And this could be his most ground-breaking decision yet.
Rocky has always had an eye for what’s next before everyone else catches on. He’s the reason your favourite rapper started rocking babushkas as if they just stepped off a Russian runway. He turned vintage Raf Simons into a streetwear statement long before resale prices skyrocketed. He doesn’t just follow trends; he sets them. So, if Ray-Ban is handing him the reins, it signals one thing: they’re ready for a transformation.
The big question? How is Rocky going to change our perspective—literally?
The Death of Hype, The Rise of Timeless Style?
For years, the fashion industry has been been running on a hamster wheel of hype: limited releases, inflated resale prices, and trends that vanish quicker than you can refresh the SNKRS app. But Rocky has never been about chasing quick profits. He’s in it for the long haul, the kind of guy who makes timeless style look like the most innovative idea out there.
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He’s been rocking vintage Helmut Lang and Margiela long before the TikTok fashion crowd caught on. He’s one of the rare individuals who can effortlessly pull off both a Rick Owens goth-ninja ensemble and a full Gucci suit. Now that he’s collaborating with Ray-Ban, does this signal a move away from throwaway fashion towards something with genuine longevity? Will he introduce a frame so iconic that it remains a topic of conversation a decade from now?
Or is Ray-Ban on the verge of kicking off another hype cycle? We've witnessed this before—think back to when Kanye's shutter shades from "Stronger" were all the rage.
But Rocky brings something different to the table. His style is deeply connected to culture, not merely about gaining attention. So, what does this mean for Ray-Ban?
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Ray-Ban has long been that brand—eternally cool and classic, yet forever linked to Top Gun and James Dean nostalgia. But Rocky is the kind of person who flips the script. Are we about to see aviators transformed into something fresh and unexpected? Will Wayfarers receive a modern twist? Could there be a daring new frame that seems to have stepped out of a sci-fi movie but still feels right? More importantly, will Gen Z, a generation that values individuality, adopt Ray-Ban as its signature accessory? In a time of maximalist fashion, bold Y2K styles, and fleeting microtrends, could Rocky actually make understated cool the next big trend?
The Final Frame
And let’s not forget—Rocky just spent weeks in court, caught up in a high-profile trial. Yet, even amidst the legal turmoil, one thing remained constant: his shades. Between the Saint Laurent and the sharply tailored Gucci coats, and the media frenzy, the Ray-Bans were always there. A subtle statement. A message without words. A glimpse of what’s ahead.
So yeah, no more Dior shades. Rocky’s embracing Ray-Ban vision now. And if history has shown us anything? We’re all about to see the world in a whole new light.