The Luxottica  Group – one of the leading  names in global eyewear – has once more tapped the creative instincts  of renowned American photographer Steven Klein, for the second in a series of communication campaigns for their iconic brand, Ray-Ban.

The campaign features four shots starring four singular characters, each embodying a Ray-Ban icon. The images  celebrate  the liberating force of the road trip, interpreted as a meta-phorical  escape from the constraints  of modern society. The narrative is a continuation of Steven Klein’s 2017 campaign  story in which the protagonists  shook off their past to free themselves.  Now we celebrate these forward- looking individuals  as they follow their dreams and set out on a never ending adventure to embrace their true selves. The spirit of the campaign is immediate, irrepressible and authentic, capturing the transformative power of self-expression.

“It’s about freedom and letting  go,” explains Klein. “Living  in turbulent  times, one of the things  that  evokes that  for many people is a road trip. This campaign  represents that no matter  what hardships  come your way, you can be an individual,  go on your own path and experience fun, optimism,  creativity,  love… everybody’s looking for their own personal freedom.”

The protagonists each wear a Ray-Ban icon, an extension of their distinct  personalities: The Marshal,  Wayfarer Blaze, Aviator Evolve and Hexagonal.

Alongside the images the campaign also features a video campaign, four separate character videos and additional digital  content, revealing more about the protagonists’ unique personal odysseys.


rayban 1

RB3648 – The Marshal

With the straight-jacket  of the city in the rear view mirror the protagonist drives into a never ending sunset. Literally stripped of restraints, his skin absorbs the warm light of freedom.

The protagonist wears a pair of Ray-Ban Marshal. This Ray-Ban icon is the modern take on the tribute to the pioneering spirit of lieutenant Douglas MacArthur, launched in 1987.


rayban 2

RB4440N – Wayfarer Blaze

She’s her own person and on the road she can finally express that true self. With the wind in her hair and no fixed destination,  the protagonist embraces the cool thrill  of the unknown.

The protagonist  wears a pair of Ray-Ban Wayfarer Blaze. Ray-Ban’s mirror block reinvention of their iconic 50s design is beloved of musicians, celebrities and adventurers.


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RX7151 – Hexagonal

With his dog and guitar for company our protagonist takes the road less traveled. He’s on a journey of self-discovery, and he’s not looking back.

The protagonist  wears a pair of Ray-Ban Hexagonal. The slim profiles of this new acetate optical shape give the iconic hexagon a new dimension. Featuring contemporary angles and a vintage-inspired  keyhole bridge, plus the classic Ray-Ban rivets and temple logos.


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RB3025 – Aviator Evolve

Hitching a trip to “everywhere” our protagonist runs through early morning light, towards a new dawn of authenticity and self-realisation.

The protagonist  wears a pair of Ray-Ban Aviator Evolve. The world’s most iconic sunglasses reimagined with  photochromatic washed lenses that change colour density with light.  Pink lenses recall flamboyant 70s eyewear trends.




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