RAY-BAN continues to disrupt lens design by collaborating with famed rock musician and style icon Lenny Kravitz on the latest Ray-Ban Reverse sunwear collection from EssilorLuxottica. Launched in 2023, the Reverse collection features an innovative inverted lens design that shifts a traditional convex lens to a concave lens. The next iteration of the collection adds new colorways and joins forces with Kravitz to launch the Ray-Ban x Lenny Kravitz capsule collection, merging the brand’s most iconic shapes with the renowned artist’s legendary persona. Two new special styles are offered along with a limited-edition piece.
Kravitz is also facing the capsule collection’s new campaign as Ray-Ban’s first global brand ambassador. For the past three decades, the four-time Grammy award winner has transcended music and pop culture with his diverse creative talent and style. “As a lifelong fan of Ray-Ban, their timeless style has always resonated with me,” says Kravitz. “The Ray-Ban Reverse collaboration is a dream come true, allowing me to merge my love for music and fashion with such an iconic brand. It’s about breaking boundaries, embracing individuality and seeing the world from a new perspective through those innovative lenses.”
The collection also encapsulates sustainability aspects central to Ray-Ban’s and Kravitz’s values with utilization of alternative materials such as bio-nylon lenses with a 41 percent bio-based carbon content, bio-acetate frames with a 67 percent bio-based carbon content and 100 percent recycled polyester cleaning cloth and packaging. “Our key values at Ray-Ban are authenticity, iconicity, being timeless and courageous. Tapping someone like Lenny Kravitz to be our first global ambassador felt like fate because he truly embodies these values,” notes Dan Alder, Ray-Ban global VP marketing. “He’s award winning, broken many boundaries, established himself outside of his music and has a true creative heart with no limits. Together we knew this was the ultimate synergy.”
Kravitz recently debuted a new style from the capsule collection when he received his star at the Hollywood Walk of Fame ceremony. The star can also be seen wearing the frames in the video for his newest single “Human” from his 12th studio album Blue Electric Light out this month. Join Ray-Ban and Kravitz in saluting innovation and celebrating individuality by experiencing the Reverse revolution.
–Christine Yeh
