The Group unveiled its first inverted lens, with the launch of the new Ray-Ban Reverse collection in May this year. Marking one of the biggest innovations for the iconic brand, the Reverse collection features four unisex sunglass styles with a newly crafted pantoscopic* lens in collaboration with famed Italian supermodel, Vittoria Ceretti, as the face of the campaign.

Through innovative proprietary technology, the lens shape is able to shift from the traditional convex shape to a concave shape while maintaining the necessary optical precision, made possible by the innovative astigmatic, prismatic and resolving powers. The lenses are finished with an anti-glare treatment and primed to reduce up to 70 percent of the reflections at wavelengths to which the eye is most sensitive. Adding to the advanced craftsmanship, the frames are made with eco-conscious materials, including bio-based nylon lenses with 41% bio-based carbon content, along with bio-based acetate frames boasting 67% bio-based carbon content and 100% recycled packaging, card and cleansing cloth.

Developed with an ergonomic universal frame, the Ray-Ban Reverse collection comes in Aviator, Wayfarer, Caravan and Boyfriend styles, which gracefully follow the contours of the cheekbone, ensuring a perfect fit that complements every face shape.

The Ray-Ban Reverse Collection was launched globally following a 360-marketing campaign, including several signature events and key partnerships in the fashion industry. These include:

The LUISAVIAROMA X BRITISH VOGUE RUNWAY ICONS fashion show, in Florence, Italy, in June, which featured 50 international brands. Ray-Ban held a private dinner and an after-party to launch its Reverse collection. Key VIP attendees included Tobey Maguire, Lucien Laviscount, and more, as well as performances by Hale Zero and Andrea Bocelli.
To help distinguish Ray-Ban Reverse as one of the brand’s greatest innovations and engage the general public, an out-of-home campaign with custom 3D digital assets was rolled out in prime areas of major global cities, alongside selected wild posting campaigns near some of the Group’s retail stores.
Following an extensive global media coverage on Reverse, Ray-Ban has captivated the attention of a new generation of users on TikTok by putting a spotlight on three distinctive aspects of the product: distinctive design, sustainability and universal fitting. With a strategy focusing on native videos in line with its target audience, the Ray-Ban Reverse campaign was recognized with the ‘Greatest Performance’ award at the TikTok Ad 2023 Awards in Italy.
Through an editorial partnership with Hypebeast, a leading source of information for fashion and streetwear enthusiasts, Ray-Ban has joined Talia Goddess, a musician, DJ, producer, and creative entrepreneur from New York, on a journey of unfiltered creative curiosity. Drawing a parallel between Talia’s inspiring day-to-day life and Ray-Ban’s new concave eyewear collection, the brand released a new campaign exploring how curiosity helps the two stay ahead of the curve in their creation. Produced by Hypebeast, the visuals see the two forces unite with the brand’s innovative eyewear collection becoming a new lens in which the artist breaks boundaries through an enriched receptiveness to experiences in the outside world.

Ray-Ban reverse can be purchased at all Ray-Ban Stores and on Ray-Ban.com and is available throughout all EssilorLuxottica owned and operated wholesale channels. Find out more about the new innovative collection.

* pantoscopic - The lens bottom is rotated towards the cheeks