‘Let the future begin’: Ray-Ban enlists rapper ASAP Rocky as first-ever creative director

BY Matthew Leong

February 24, 2025 3:46

‘Let the future begin’: Ray-Ban enlists rapper ASAP Rocky as first-ever creative director

A$AP Rocky

Ray-Ban has unveiled American rapper ASAP Rocky as its first-ever creative director.

A global appointment, Rocky – whose real name is Rakim Mayers – has been tasked with spearheading the brand’s creative projects, while working on further developing the brand’s design and image.

His role extends to Ray-Ban Studios – a platform the sunglasses brand rolled out in 2016 as a celebration of music artists and their art.

Mayers’ first collection as creative director, titled the Blacked Out Collection, will see “traditional iconic styles” redesigned with ultra-black lenses and gold details.

The Collection is expected to be released in April 2025.

Mayers shared his excitement at his new role, saying: “I’ve always admired Ray-Ban’s ability to stay true to its roots while constantly evolving.

“I’m excited to be part of the strong heritage and develop the next chapter for an iconic brand like Ray-Ban.”

A$AP Rocky

Leonardo Maria del Vecchio, the president of Ray-Ban, commented on Mayers involvement with the organisation.

Describing the rapper as a “visionary artist”, del Vecchio said Mayers’ boundary pushing vision will see him fit right into Ray-Ban’s ecosystem.

“Ray-Ban transcends the eyewear industry; it’s not just a brand, it’s a lifestyle. For nearly 80 years the brand has been on the faces of the most iconic musicians, artists, actors and heroes – shaping and re-shaping the status quo, leading cultural revolutions of all the times,” he said.

“Today, we are welcoming A$AP Rocky into our family; he’s a visionary artist and creator.

“His ability to push the boundaries of the diverse worlds he explores, aligns with the Ray-Ban DNA. We are reinforcing the brand’s values of innovation, pioneering spirit, and courage. Let the future begin!”

Mumbrella has contacted Ray-Ban for further information from a local perspective.

Editor’s note: Mumbrella has changed the way it deals with company names. House style is now to use standard proper noun capitalisation on all names regardless of typography. Brand typography may be retained in direct quotes from releases.