Ray-Ban Has Named A$AP Rocky As Its First Creative Director

On the heels of his fourth studio album, ‘Don’t Be Dumb’, fashion innovator, entrepreneur, and hip-hop  artist A$AP Rocky takes the helm at Ray-Ban as Creative Director. 

A partnership bringing together two icons of contemporary culture, A$AP Rocky joins in a critical time in the evolution of Ray-Ban. The hip-hop artist’s first collection for the EssilorLuxottica-owned eyewear label debuts in April although his influence will extend beyond collections to store design and campaign direction.

Ray-Ban hopes that the long-term partnership with A$AP Rocky can help the eyewear brand to appeal to a new, young demographic of consumers. The appointment is in line with the parent brand EssilorLuxottica acquiring iconic streetwear brand Supreme® from VF Corporation for $1.5 billion, in July 2024.

Per BoF: ’Rocky’s role will be to reinvent Ray-Ban Studios, an electronic music-centered sub-label launched by Ray-Ban in 2016, as a broader creative platform for Ray-Ban. His first set of products, dubbed the ’Blacked Out Collection’ will rework the label’s ’Mega’ frames and is slated to come out in April.’

The choice of Creative Director is not surprising. Ray-Ban has shaped pop culture by transcending its origins as a military accessory to become a symbol of rebellious style. Its iconic status is built on its association with the greatest cultural icons. Tom Cruise as Maverick in iconic film Top Gun cemented the Aviator style as a symbol of bold sophistication, while The Blues Brothers showcased the Wayfarer model as a marker of edgy, countercultural style through the looks of Dan Aykroyd and John Belushi.

The announcement comes shortly after the artist was found not guilty of two felony counts of assault with a deadly weapon. In fact, the rapper wore Ray-Ban sunglasses for court appearances! ’I’ve always admired Ray-Ban’s ability to stay true to its roots while constantly evolving,’ A$AP Rocky said in a statement. ’I’m excited to be part of the strong heritage and develop the next chapter for an iconic brand like Ray-Ban.’

Who is A$AP Rocky?

A$AP Rocky, born Rakim Athelaston Mayers, is an American rapper, songwriter, and record producer who emerged from Harlem, New York, as a founding member of the hip-hop collective A$AP Mob. The Mob’s signature style of combining streetwear, luxury brands and DIY aesthetics appealed to a generation seeking authentic self-expression. 

The rapper came into the limelight in the 2010s with his mixtapes and critically acclaimed debut album, Long. Live. A$AP, which showcased classic hip-hop influences with experimental production. His creative approach and charismatic presence quickly positioned him as one of the standout figures in rap. Mayers has won BET Award, BET Hip Hop Awards, MTV Video Music Award Japan and MTVU Woodie Award.

The term A$AP Style describes the distinctive combination of high fashion and streetwear characterised by his signature oversized garments, unique layering, and standout accessories. A$AP Rocky is the first Black male face of Dior Homme in the Dior Homme Fall 2016 campaign. He has also appeared in the DKNY Spring 2014 campaign, alongside Cara Delevingne and Jourdan Dunn, and in Calvin Klein I Speak My Truth. 

A$AP Rocky reworked the logo of Guess with a GUE$$ motif which appeared on a capsule collection. And, partnered J.W.Anderson for a menswear capsule collection including faux fur, track jackets and beanies. In 2023, he was appointed as the creative director for the PUMA x Formula 1 collaboration with a focus on the intersection of the sport and streetwear. Additionally, he partnered with Black Scale and with Under Armour; and has also modelled alongside his son for Rihanna’s Savage X Fenty brand.