Ray-Ban tapped Steven Klein to photograph its campaign for 2017, and rings in its 80th anniversary. Klein shot the models in classics that have become part of Ray-Ban’s history, like the Aviators, the Clubmaster, the re-launched General, the Wayfarer, and new styles like the Ja-Jo, Blaze, and Dean. The campaign features everyone from the timelessly chic to the tough street kid to the hipsters still stuck in suburbia to the blonde bombshell in a vintage ride—the many characters that Ray-Ban has embodied over the years.
“The campaign is about diversity and individualism,” said Klein in a press statement. “The whole concept of the campaign is based on creating a world where people are leaving one world, entering another world based on the idea of never looking back. One of the great things about doing this campaign was that it felt authentic in the sense that whoever wears Ray-Ban takes on their own identity and the glasses do not wear them.”