Seven & a half decades marking the 75th RAY-BAN birthday.
A voyage through decades of celebrity.
It started in the 30s when US Airforce pilots reported headaches & altitude sickness from the sun’s glare. It took only a few years for this new anti-glare eyewear -the Aviator shape- to reach the streets.
The 40s were the R&D era. Way back when the mirror lens featured a special coating on the upper part for enhanced protection and an uncoated area on the lower lens for a clear view of the plane’s instrument panel.
The military influence on fashion was inevitable. And it all came down to a cultural issue…
The RAY-BAN Wayfarer model made Hollywood glam in the 50s concrete.
Embracing the 60s, the brand had become a revolution & change symbol, with cult movies like “Easy Rider” in 1969 and “Dirty Harry” in 1971.
And then came the disco kings & queens. Meaning dress to impress making cool shades compulsory, especially indoors.
Remember “Risky Business” and “Top Gun” in the 80s, Brat Pack indispensables.
2007, the major year for the “Never Hide” campaign. A timeless cool statement.
There has been a timeless evolution for the Aviators as well. In 2010 there’s a come back with rock photographer Kevin Cummings shooting music icons such as The Virgins and Iggy Pop wearing them.
The iconic brand pushing boundaries in music & arts but also on the everyday conventional streets all over the globe.
It has proven indispensable for all cultural icons who don’t want to be seen but want to be noticed.
Jack Nichoslon & Sean Penn-1995
A sample of the 2012 “Legends Campaign”.
In the end, RAY-BAN is an enduring classic that marks the wearer as a confident & stylish individual.