A new vision of eyewear with Ray-Ban Reverse An ode to uncompromising innovation

Ray-Ban has crossed new boundaries in the world of sunglasses with the eclectic Ray-Ban Reverse collection, unveiled at the beginning of 2023. Ray-Ban Reverse represents the new frontier of eyewear, challenging conventions by introducing a concave lens that not only sharpens the vision slightly but also revolutionizes the aesthetics of sunglasses. The Reverse collection consists of four unisex models characterized by an "impossible" design, the result of an extraordinary feat of advanced engineering. Through this, the shape of the lens transitions from convex to concave without compromising optical precision, utilizing revolutionary production technology. To present this innovative collection, perhaps one of the most advanced and groundbreaking recently presented by the brand, Ray-Ban has decided to involve a series of new faces from the world of design and styling to communicate their innovation and provide these creatives with a platform to showcase their talent. The Ray-Ban Reverse project is not just a simple collection but represents a new chapter in how the brand creates and conceives its products. To fully narrate this radical push towards progress, Ray-Ban has also become a supporter of the new generation of fashion designers who are redefining the concept of fashion, offering a modern and unprecedented vision. The narrative accompanying the new collection revolves around the exploration of new forms in the world of fashion, with a particular focus on emerging stylists and designers.

The absolute uniqueness of the product is emphasized by placing the new models of glasses, all reinterpretations of classic Ray-Ban silhouettes, in the daily lives of these young trailblazers focused on discovering revolutionary shapes in the field of fashion, as well as modern incarnations of the spirit of modernity and originality that the Reverse collection aims to represent. To make this vision tangible, the brand has created specific mini-campaigns, each featuring a different designer or stylist. The project aims to enter their studios, have one-on-one conversations with them about how they perceive and express innovation, what inspires them, and their relationship with the brand itself. An exploration of creative minds that helps highlight the uniqueness and essence of Ray-Ban Reverse.

Here are the new names in fashion selected by Ray-Ban as the first protagonists of the project.

Pierre Bassene

Alyssa Groeneveld is a designer who grew up in Rotterdam and Amsterdam. After studying fashion design in Rotterdam, she pursued her master's degree in menswear at Central Saint Martins in London. Her pattern-free collections are based on the technique of draping with existing clothes sponsored by various brands or bought in lots on Ebay. His works are influenced by a mix of sportswear and formal wear, with the concept being based on groups of men expressing their emotions in particular settings.