A$AP Rocky Came For Sneakers. Eyewear Is Next
A$AP Rocky made sneaker magic at PUMA. Can he do the same as creative director of Ray-Ban?
A$AP Rocky is adding a new role to his already stacked résumé: creative director of Ray-Ban.
The move marks a first for the eyewear giant, whose Wayfarer and Aviator frames have remained classics since the brand's inception in 1936. According to a press release, A$AP Rocky will be the first to hold his new title.
“I’ve always admired Ray-Ban’s ability to stay true to its roots while constantly evolving,” Rocky said. Ray-Ban President Leonardo Maria Del Vecchio added that his appointment aligns with "the brand's values of innovation, pioneering spirit, and courage."
For Rocky fans, the news comes as no surprise. Back in June, the rapper featured Ray-Bans front and center in his American Sabotage show. "Could this also signal a collaboration is brewing between the pair?" Ray-Ban quipped in a press release sent out over the summer.
Image Credits: Ray-Ban, Press
A$AP Rocky's work at the brand will focus on introducing "disruptive" new frames. He will also direct campaigns, oversee the redesign of Ray-Ban retail stores, and further merge the world of Ray-Ban with "music, fashion, and the arts." His debut collection will launch in spring 2025.
Rocky's foray into eyewear marks a shift for the rapper, whose bread and butter has, historically, been sneaker and apparel team-ups.
Last October, he joined PUMA as creative director of the brand's Formula 1 collection, a team-up that has helped catapult the German footwear giant to renewed relevancy. (The brand's Speedcat — also featured in his American Sabotage show — was recently anointed hottest sneaker in the world.)
In 2018, he released a skate shoe with Under Armour and in 2021, he kicked off a multi-drop collaboration with Vans and PacSun, where he served as guest artistic director.
And we can't forget Rocky's ongoing, unofficial role as Matthieu Blazy's Bottega Veneta muse.
Rocky's spot at the forefront of fashion is a win for Ray-Ban, a heritage brand that may be looking to adopt a more directional, forward-thinking look.
Notably, Ray-Ban is owned by EssilorLuxottica, the holding company that acquired Supreme in July. Myriad luxury fashion brands — major examples being Chanel, Prada, and Burberry —also license their eyewear collections to EssilorLuxottica, making Rocky's new involvement with the conglomerate an even bigger coup, business and influence-wise.
