International Sunglasses brand Ray-Ban has appointed Rakim Athelaston Mayers, professionally known by his stage name as ASAP Rocky, as the first ever global creative director. This appointment is becoming increasingly transformed into a prominent cultural figure, leading creative tactics beyond traditional celebrity ambassadors.
Founded in 1936 and now owned by Essilorluxottica, Ray-Ban has built its legacy in iconic styles such as the Aviator and Wayfarer. The brand previously engaged in limited collaborations with designers such as artists such as Scuderia Ferrari and Peggy Gou, but it has historically maintained a creative orientation within the company and has occasionally modern updates. It focuses on design. This appointment is the first time the eyewear giant has brought an external creative leader of this caliber.
“Ray Van transcends the eyewear industry. It’s not just a brand, it’s a lifestyle,” announced Leonardo Maria del Vecchio, president of Ray Van. Under this new role, Rocky oversaw Ray-Ban Studios, oversees direct marketing campaigns, influenced the design of the store, and in April 2025 he made his first collection, “Blacked Out Collection.” I’ll start it up.
This latest appointment represents part of what industry insiders describe as a structural shift in the creative leadership model of luxury fashion. This has moved from classically trained designers to infiltrating and socially influential cultural taste makers.
Pharrell Williams, appointed male creative director at Louis Vuitton in February 2023, marks a fork in this trend, marking a musician who does not formal design training at the helm of one of luxury’s most prestigious creative positions. I’ve put it there. This was followed by Kanye West’s groundbreaking but ultimately a fierce Yeezy partnership with Adidas. Harry Styles continued this evolution in 2022 with Gucci’s “Hahaha” collection.
Pharrell Williams. Photo: Louis Vuitton.
This strategy appears to be beneficial for Vuitton’s digital engagement and brand business, which has grown in audience after Williams’ appointment, but has traditional creatives that have risen to rank through formal design education and apprenticeships. I raise existential questions to the director. However, when public relations influence and cultural currency are the goal, it seems like it’s a move to utilize celebrities’ numbers.
“There’s certainly a certain amount of cache when creative multi-hyphenates like Travis Scott, Pharrell Williams, Peggy Gou, G-Dragon and Rihanna take the helm of a brand,” explained Vogue Singapore Editor-in-Chief Desmond Lim. Masu. “These celebrities with their unique styles exist at the pinnacle of creativity, already surrounded by influential stylists, creative directors and fashion designers. As a result, architects reinterpret graphic design. So we look at designs from a unique perspective: inject something culturally fresh from the perspective of the pulse and inject into brands that are trying to reinvent themselves.”
The Asian market has also explored this area before. The creative relationship between Fan Bingbing and G-Dragon’s influence in Chanel does not list the official creative director’s title, but how celebrities shape the brand’s direction beyond traditional ambassadors I showed you whether it is possible. Murakami Takahashi’s Louis Vuitton collaboration also set an early precedent.
“By appointing a creative director like ASAP Rocky, brands can do more than simply match trends. It’s about brands being able to do things with cultural movements, modern trends, and younger and diverse audiences. It shows you understand and value your perspective,” explains Jeremy Seow. Regional Chief Operating Officer and Client Experience Officer, Allison Worldwide’s Asia-Pacific region.
“ASAP Rocky’s ability to transcend the musical genre and his past success offer unique advantages by bridging high-end brands in street fashion. Ray-Ban uses his reliability and influence to help him. It can remain relevant and evolve along with the community it aims to serve. Cultural integrity, this strategy proves commercial impact, and brands reflect their identity and values. It will help you leverage a highly enthusiastic customer segment that is likely to support your brand.
It’s not surprising to see brands adopt this approach during a period of creative turnover in luxury fashion. There have been some major departures over the past few years. Piapaolo Picciri left Valentino in March 2024 after 25 years at his 25-year home. Alessandro Michele’s exit from Gucci continues to influence the brand’s direction, with Jonathan Anderson leaving Rowe in January 2025 11 years later. These exits rarely come with clear explanations and directors do not move between homes, but fashion insiders are the ones that maintain a true creative vision and achieve commercial success. We are increasingly aware of the constant battle between them.
Utilizing celebrity influence could lead to great commercial success, as evidenced by Kanye West’s Yeezy generated $1.7 billion in annual revenue in 2020, but this approach It’s not that there are risks. The novelty of celebrity partnerships can decrease, leading to a potential decline in brand value. For example, following West’s controversial actions in 2022 and subsequent severity of relations with Adidas, Yeezy’s revenues plummeted in 2023 to $565 million worth of unsold products.
Adidas Yeezy Boost 350 V2 Sply Sport Shoes. Photo: Shutterstock
Marina Mathews, founder and managing director of Marina Mathews Communications, beware. Celebrities are genuinely involved and measuring the value of PR requires tracking the intrinsic sentiment, social media engagement, and sales impact. How partnerships are translated into concrete business outcomes. ”
As for what consumers can expect in Rocky’s creative direction, industry watchers predict that his “Blacked Out Collection” will blend with Ray-Ban’s classic silhouette and his distinctive aesthetic. It’s there. Given Rocky’s history of fashion ventures and his reputation for pushing the boundaries between high fashion and street culture, consumers are not only looking forward to unexpected materials, bold colors and design elements that refer to his music and cultural influences. You might see it. It remains to be seen whether these creative efforts will lead to the success of the bottom line.
