A$AP Rocky just unveiled his first Ray-Ban designs. What do his tenure and other hype-driven moves signify for the brand’s future?
Ray-Ban is stepping into the future with a move that merges music, fashion, and eyewear innovation. Under the ownership of EssilorLuxottica, the brand has appointed A$AP Rocky as its first-ever creative director, marking the beginning of a new phase in its cultural evolution.
At the same time, EssilorLuxottica and Leonardo Maria Del Vecchio, the chief strategy officer at EssilorLuxottica and president of Ray-Ban, are orchestrating a series of strategic acquisitions that position both the company and the Del Vecchio family at the forefront of contemporary culture.
A$AP Rocky at Ray-Ban's event for his debut as creative director. Photo by Lucas Possiede, Courtesy Ray-Ban
What Will A$AP Rocky Do at Ray-Ban?
A$AP Rocky, known for his trendsetting style and ability to bridge the worlds of music and fashion, is set to redefine Ray-Ban’s creative direction. His tenure begins with the Blacked Out Collection, a bold reinterpretation of the brand’s Mega Icons line, launching in April 2025. The collection features oversized silhouettes, gold accents, and ultra-dark lenses, blending timeless Ray-Ban aesthetics with a modern edge.
A glimpse into the Ray-Ban event installation at Milan Fashion Week. Photo by Lucas Possiede, Courtesy Ray-Ban
Ray-Ban Studios, the brand’s creative platform established in 2016 to celebrate the intersection of music and artistic expression, will now be led by A$AP Rocky. His role will extend beyond product design to include campaigns, store redesigns, and the integration of music and fashion elements that reinforce Ray-Ban’s standing in contemporary culture.
A$AP Rocky brings his boundary-pushing style to Ray-Ban, reshaping the brand’s creative vision. Photo by Lucas Possiede, Courtesy Ray-Ban
“This is the beginning of a new era,” says Leonardo Maria Del Vecchio, Chief Strategy Officer at EssilorLuxottica and President of Ray-Ban. “Ray-Ban has always been a cultural emblem, chosen by icons who shape and redefine the status quo. A$AP Rocky embodies this spirit, and his creative vision will propel the brand forward while staying true to its pioneering legacy.”
For Rocky, the partnership is more than just a creative endeavour—it’s a fusion of personal admiration and professional artistry. “Ray-Ban has consistently evolved while staying true to its roots,” he explains. “Being part of this journey and crafting a new chapter for such a renowned brand is an honour.”
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A Preview of A$AP Rocky’s Work at Ray-Ban
During Milano Fashion Week, A$AP Rocky took the spotlight to celebrate his new role as Ray-Ban’s creative director with an exclusive event that brilliantly combined heritage with innovation. The evening also offered a sneak peek at his debut Ray-Ban pieces with two specially curated installations, including an exaggerated take on the iconic Wayfarer, which hints at the brand’s future direction.
Rocky’s designs breathe new life into Ray-Ban’s classic style, with the bold, exaggerated Wayfarer serving as a statement piece that pushes the brand’s aesthetic boundaries while still honouring its past. As Rocky embarks on this new creative journey, his tenure promises to reshape the company’s image and reflect the growing influence of culture-driven collaborations in the luxury fashion scene.
How EssilorLuxottica and Leonardo Maria Del Vecchio Are Broadening Their Cultural Horizons with Strategic Acquisitions
While A$AP Rocky is transforming the creative direction of Ray-Ban, EssilorLuxottica is solidifying its position in the broader cultural landscape, expanding its influence beyond just eyewear. Through strategic acquisitions, the company is evolving into a multi-dimensional fashion powerhouse.
A significant move in this strategy was EssilorLuxottica’s acquisition of Supreme last October for $1.5 billion. Supreme’s digital-first approach and global retail presence in the U.S., Asia, and Europe align seamlessly with Ray-Ban’s ambition to dominate both online and physical spaces. This acquisition also suggests Ray-Ban’s deeper engagement with street culture, allowing the brand to connect more effectively with younger, fashion-conscious consumers.
A close-up of the first Ray-Ban glasses designed by A$AP Rocky, showcased at Milan Fashion Week. Photo by Lucas Possiede, Courtesy Ray-Ban
In a move that has garnered considerable attention, Leonardo Maria Del Vecchio has recently acquired Twiga, a luxury Italian hospitality and entertainment brand. The deal, finalised just days ago, saw LMDV Capital, the investment vehicle of Del Vecchio’s fourth son, purchasing the Twiga brand and four key locations from Flavio Briatore’s Majestas Group. These include Twiga Forte dei Marmi, Montecarlo, Baia Beniamin, and the renowned Billionaire property in Porto Cervo, which will be rebranded as Twiga next year.
Del Vecchio has long been investing in the restaurant and hospitality sectors, with three Milan establishments under the Triple Sea Food banner. These will soon merge with Twiga to form LMDV Hospitality, which will encompass Casa Fiori Chiari, Trattoria del Ciumbia, and Vesta. A fifth Twiga location is set to open on Via Turati in Milan, near Piazza Repubblica, in a building that is currently being renovated.
This acquisition reflects a broader diversification strategy, extending Del Vecchio’s influence into lifestyle sectors that complement his premium fashion empire.
A$AP Rocky celebrating his new role with Leonardo Maria Del Vecchio, Ray-Ban’s president and chief strategy officer at EssilorLuxottica. Photo by Lucas Possiede, Courtesy Ray-Ban
The Intersection of Music, Fashion, Lifestyle and Business
The collaboration between A$AP Rocky’s creative direction and Del Vecchio’s business acumen positions Ray-Ban as a force in contemporary culture. With Rocky leading the charge, the brand taps into the pulse of street fashion and hip-hop, while strategic acquisitions by EssilorLuxottica and Del Vecchio’s investment ventures strengthen Ray-Ban’s position in the luxury, streetwear, and lifestyle markets.
Rocky’s previous collaborations with Raf Simons, Guess, Gucci, Puma, and Bottega Veneta have showcased his talent for fusing high fashion with rap culture, making him a perfect fit for Ray-Ban’s evolving direction. Additionally, he made his debut at last June’s Paris Fashion Week with a collection under his creative agency, AWGE, marking the brand’s first-ever fashion show. With his considerable influence, there’s little doubt that Rocky will shape the future of eyewear, ensuring Ray-Ban remains an essential accessory for both music and fashion icons.
EssilorLuxottica’s acquisition of Supreme adds another layer to this transformation, enabling Ray-Ban and the company to integrate more deeply into youth culture. With potential collaborations on capsule collections and limited-edition drops between Supreme and Ray-Ban, the brand’s presence in the streetwear scene is poised to expand. Who knows—perhaps the next Ray-Ban presentation by A$AP Rocky will take place at the new Twiga location in Milan instead of Trattoria del Ciumbia, as it did during the recent Milano Fashion Week.
Angelo Ruggeri
Journalist and Master Course Tutor & Fashion Styling Course Leader, Milan