Eyewear brand Ray-Ban has appointed rapper Awich as its brand ambassador. A new campaign has been announced.
Ray-Ban, whose brand values are timeless symbolism and DNA that inherits authentic traditions, was inspired by Awich’s unique style and powerful message, which has attracted attention not only from the music industry but also from the fashion world, and appointed her as an ambassador to embody the brand.
Regarding the campaign visuals, Awich said, “I think we were able to capture both iconic looks and looks that have never been seen before.” She also commented on Ray-Ban, “When you think of sunglasses, Ray-Ban comes to mind. While they cherish the timeless things that have been around for a long time, I think it’s great that they don’t stop there, but rather make an effort to be innovative and break down preconceived notions and create new things.”
The first campaign as an ambassador is the brand’s iconic collection, “RAY-BAN ICONS.” Awich will be wearing the brand’s representative models, “Clubmaster” and “Round.”
“RAY-BAN ICONS” is a timeless collection that expresses the spirit and essence that defines Ray-Ban with its historical and traditional styles and timeless yet bold designs.
“I think icons are important people or works for an era, genre, or field, such as those who started a new era or genre with the appearance of this person,” Awich said about icons and timeless values. “For me, the universal things are the teachings I learned in Okinawa. Things like, let’s all work hard together, be kind to others,
“If we happen to be there, we’re brothers,” is an idea that has stayed with me throughout my life. I try to create something like that every day.”
The “RAY-BAN ICONS” campaign featuring Awich will premiere for two weeks starting today, Friday, May 24th, at TOWER RECORDS Vision in Shibuya, Tokyo. It will be rolled out sequentially from Friday, June 7th at the official online store, Ray-Ban Stores nationwide, and participating stores.
