Why would Ray Ban choose A$AP Rocky as their first Creative Director?
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So Ray-Ban just announced they were hiring their first-ever Creative Director, I thought, hmm, this is interesting. This move positions eyewear as its own standalone fashion entity, almost like fashion houses. Think haute couture shows, seasonal runway presentations, and exclusive capsule collections. But OMG—imagine if eyewear brands started hosting their own dedicated fashion shows! Wait, let me Google that real quick…
Side note: Googled the wrong thing but I thought it was still interesting to share :D
Do Eyewear Brands Typically Have Creative Directors?
Yes, many high-end eyewear brands have Creative Directors, but they’re usually internal designers or executives rather than public figures. These individuals oversee:
Frame design & innovation
Brand storytelling & visual identity
Campaigns & collaborations
However, appointing a celebrity as a Creative Director is rare in the eyewear industry. Most brands collaborate with influencers or designers on one-off collections, rather than giving them an official leadership role.
While luxury fashion houses like Dior, Gucci, and Louis Vuitton have well-known Creative Directors shaping their eyewear lines, no major standalone eyewear brand has taken a celebrity-first approach—until now, with Ray-Ban.
Okay, so they do have Creative Directors, but it’s usually internal leadership.
But let’s think about this for a second—why would Ray-Ban want to hire ASAP Rocky? Is the brand struggling and in need of a celebrity boost? Or is this just a strategic move to stay ahead of the curve?
Well, Ray-Ban is a legacy brand, but it faces competition from newer, trendier brands like Gentle Monster and independent designer eyewear labels. Appointing ASAP Rocky as Creative Director signals a shift toward cultural relevance and innovation, ensuring they remain iconic for younger, fashion-forward consumers. Either way, I think it’s a bold and exciting decision that shakes things up in the eyewear industry.
Thinking about it, I haven’t invested in eyewear in over five years. Mainly because:
I live in London, where the sun barely makes an appearance.
Sunglasses mess up my foundation on the bridge of my nose whenever I wear makeup.
That said, I always try on sunglasses whenever I’m at Harrods or Selfridges, but honestly… nothing has really inspired me lately. Although, I recently bought a jet-black pair of sunglasses for £20 from a random small store—they were super cute! I saw something similar on Nada Kamani and thought, yup, I need that in my closet. I wanted a serious look that puts the fear of God in people. 😂
I even searched for the exact pair Nada wore, which were similar to the ones Conna Walker wore—The Bottega Veneta sunglasses. Unfortunately, I couldn’t find them in-store when I went to look for them. But anyway, I digress. Let’s get back to ASAP Rocky.
The Backlash Against ASAP Rocky’s Appointment
Not everyone is happy about this Creative Director announcement. Some people argue that it’s unfortunate that more qualified professionals didn’t get the role, while a celebrity with a controversial legal history did—especially considering that he was found NOT GUILTY just a day before the announcement.
To be honest, it’s too early for me to form a strong opinion, but I do think this is going to push the eyewear industry in a new direction. This move follows the broader industry trend of bringing cultural icons into creative leadership roles—like Pharrell at Louis Vuitton and Tyler, the Creator at Lacoste.
Ray-Ban isn’t reinventing the role of a Creative Director, but they are pioneering this approach within the eyewear industry on a mainstream level. I think this could spark an innovation boom, leading to more creativity and fresh ideas in the industry.
I’d personally love to see dedicated fashion shows for eyewear—but for now, I’m just taking in the news.
💡 Want to Become More Cultured in Eyewear? Here Are Some Interesting Facts:
Notable Eyewear Brands That Have Worked With Creative Figures:
Gentle Monster – Collaborated with Jennie (BLACKPINK) and Maison Margiela for exclusive collections.
Oliver Peoples – Works with designers and filmmakers for creative storytelling but has never appointed an external Creative Director.
Jacques Marie Mage – An independent luxury eyewear brand with strong in-house design leadership.
Dita Eyewear – Partners with designers and influencers, but its creative leadership remains internal.
The Eyewear Industry’s Equivalent of Fashion Shows:
Eyewear does have its own large-scale events where brands, designers, and buyers gather to showcase trends and innovations:
MIDO Eyewear Show (Milan) – The world’s largest international eyewear trade show.
Silmo Paris – A major luxury eyewear exhibition featuring both legacy and independent brands.
Vision Expo (New York & Las Vegas) – A U.S.-based event focusing on fashion and optical innovation.
Opti Munich – A European eyewear fair that highlights design and craftsmanship.
So, what do you think? Will ASAP Rocky shake up the eyewear industry, or is this just another celebrity brand play? 🤔 Let’s discuss!