Mumbai: Ray-Ban has teamed up with musician Lenny Kravitz for its latest Ray-Ban Reverse campaign. Launched in 2023, Ray-Ban created Reverse, an inverted lens design shifting from a traditional convex lens to a concave lens. Now, this design adds new colorways and joins forces with the Rock & Roll legend in a celebration of defying convention.
Looking to bring both values of Ray-Ban and the rock star to the forefront, the Reverse collection was crafted with consideration for our planet by utilising a palette of alternative materials such as: bio-nylon lenses[with a 41% bio-based carbon content, bio-acetate frames with a 67 bio-based carbon content and 100% recycled polyester cleansing cloth and packaging. Finished with an anti-glare treatment, the lens is primed to reduce up to 70% of the reflections at wavelengths at which the eye is most sensitive explains the company.
Kravitz is a rock musician and has had a three decade-plus musical career. Reveling in the soul, rock, and funk influences of the sixties and seventies, the writer, producer, and multi-instrumentalist has won four Grammy Awards. Kravitz was recently honoured with the “Music Icon Award” at the 2024 People’s Choice Awards. He has also been honored with a star on the Hollywood Walk of Fame in 2024 and was additionally recognized by the CFDA with their ‘Fashion Icon Award’ for his role as not only one of rock’s most esteemed musicians, but also a major fashion influence. On the heels of his 12th studio album, Blue Electric Light out on May 24th, Lenny highlights the partnership wearing his capsule collection in his newest single video, ‘Human’.
“As a lifelong fan of Ray-Ban, their timeless style has always resonated with me. The Ray-Ban Reverse collaboration is a dream come true, allowing me to merge my love for music and fashion with such an iconic brand. It’s about breaking boundaries, embracing individuality, and seeing the world from a new perspective through those innovative lenses,” said Kravitz.
“Our key values at Ray-Ban are authenticity, iconicity, being timeless and courageous. Tapping someone like Lenny Kravitz to be our first global ambassador felt like fate because he truly embodies these values. He’s awardwinning, broken many boundaries, established himself outside of his music and has a true creative heart with no limits. Together we knew this was the ultimate synergy,” says Dan Alder, Ray-Ban global VP marketing.
