2020s

Augmented Icons and Digital Expansion

2021

Launch of Ray-Ban Stories in collaboration with Meta (Facebook).
2022

Ray-Ban enters virtual try-on AR experiences across major ecommerce platforms.
2023

Global influencer and micro-creator campaigns expand the Stories reach.
2024

Introduction of new Stories models with improved audio and privacy controls.

Ray-Ban Stories brought connected eyewear into the cultural mainstream.

Smart Meets Stylish

The 2020s have ushered in a new frontier for Ray-Ban – one that merges its iconic style with modern technology. In 2021, Ray-Ban made headlines by launching Ray-Ban Stories, a line of smart glasses developed in partnership with Facebook (now Meta) . These glasses, which come in familiar Ray-Ban frame shapes (Wayfarer, Round, and Meteor), feature built-in cameras, microphones, and speakers, allowing the wearer to capture photos/videos, listen to music, and take phone calls – essentially Ray-Ban shades with the functionality of a wearable tech device . With a discre2te camera on each side of the frame front and a touchpad on the temple, Ray-Ban Stories are the company’s bold step into the wearable tech arena. They represent Ray-Ban’s innovative spirit: taking a classic (the Wayfarer silhouette) and infusing it with the latest technology, while striving to keep the style quotient high.

The Ray-Ban Stories launch was significant. Unlike the ill-fated Google Glass that looked overtly geeky, Ray-Ban’s smart glasses aim to be tech that people actually want to wear – stylish first, gadget second. They were available in multiple colors and could even be fitted with prescription or sun lenses, making them versatile. Early reviews praised their design for looking nearly indistinguishable from normal sunglasses (the cameras are tiny dots) but noted the challenges of privacy (since others might not realise you’re recording) . Indeed, Ray-Ban Stories sparked conversation about balancing innovation with social norms, a dialogue Ray-Ban seemingly welcomed as part of being on the cutting edge.

Aside from smart glasses, Ray-Ban in the 2020s has continued to iterate on its core products. In 2022, to celebrate the Clubmaster’s enduring appeal, Ray-Ban released the “New Clubmaster” with slight design tweaks and refreshed materials. They also unveiled the “Mega Wayfarer” in 2023 – an oversized, bolder take on the classic Wayfarer, reflecting the trend of chunky, statement frames coming back into fashion. This shows Ray-Ban’s keen eye on trends: as ’90s influence grew (with big glasses and logo-heavy styles returning), they answered with a Wayfarer that had exaggerated proportions to appeal to that aesthetic.

Materials innovation continues as well. Ray-Ban has explored more eco-friendly materials in some collections, responding to sustainability trends. There have been limited runs using bio-based acetate and recycled components, aligning with the 2020s consumer ethos of environmental responsibility. Additionally, lens technology keeps advancing: Ray-Ban’s Chromance lenses (introduced just before 2020s) use high-contrast pigments and anti-reflective coatings to enhance color and clarity, and these have been expanded to more frame styles. In 2023, Ray-Ban/Meta announced the next generation of smart glasses with improved cameras and even integration of AI (like Meta AI assistant) , indicating that the brand is committed to a future where your Ray-Bans are not just passive shades but active extensions of your digital life.

Ray-Ban Stories brought connected eyewear into the cultural mainstream.

Ecommerce innovation allowed Ray-Ban to thrive in a digital-first retail world.

Fashion in the Feedback Loop

The early 2020s have been punctuated by global events like the COVID-19 pandemic, which actually saw an interesting trend: with people wearing face masks, their eyewear became an even more prominent style statement for visible identity. Ray-Ban benefitted as many sought to elevate their Zoom-call look or streetwear with classic frames. Sales of timeless styles remained strong, and Ray-Ban leaned into nostalgia marketing to provide comfort in chaotic times – campaigns referencing the brand’s roots and enduring style offered a sense of continuity.

At the same time, Ray-Ban stayed firmly in the present culturally. One notable development: in 2023, Ray-Ban appointed rapper and fashion icon A$AP Rocky as its first-ever Creative Director of the brand . This move exemplifies how Ray-Ban is intertwining with contemporary culture – Rocky, known for his trendsetting style and musical influence, is tasked with guiding Ray-Ban Studios and bringing fresh creative perspectives. Under his influence, Ray-Ban debuted the “Blacked Out” collection – ultra-black lenses and frames with gold accents – a very modern, streetwear-chic take on Ray-Ban classics . The collaboration with Rocky signals Ray-Ban’s commitment to remaining at the forefront of fashion and not resting on heritage alone.

Ray-Ban’s presence in media continues robustly. The much-anticipated Top Gun: Maverick (released 2022) became one of the highest-grossing films of the decade, and once again Tom Cruise’s Aviator sunglasses were center stage, sparking yet another surge of interest in that style among a new generation (reportedly, sales of Aviators jumped after the film’s release, mirroring 1986’s effect). Ray-Ban smartly released a special Top Gun collection around the film, complete with the Aviator in the exact colorway worn by Cruise, leveraging nostalgia and current hype simultaneously.

Street style blogs and fashion magazines in the 2020s regularly feature younger celebrities like Timothée Chalamet, Kendall Jenner, or Billie Eilish rocking Ray-Bans as part of their looks – be it a casual coffee run or an music festival performance. The brand remains a go-to for stylists who want to evoke instant cool. Interestingly, the cyclical nature of fashion has meant that even the once-“dorky” ’90s thin metal frames (think small oval lenses) came back into style – and Ray-Ban had those in their archive to reissue as needed. Truly, whatever the micro-trend, Ray-Ban’s catalog likely has a candidate.

One cannot ignore social media’s role. Ray-Ban has been memed and filtered; for instance, the “sunglasses emoji” 😎 essentially depicts Ray-Ban style shades, a testament to how culturally ingrained the brand is in representing coolness. On TikTok and Instagram, countless influencers sport vintage Ray-Bans – some inherit grandpa’s ’80s Wayfarers, others buy new. And Ray-Ban’s own social campaigns, like encouraging users to share their #RayBan moments, have kept engagement high.

In short, Ray-Ban in the 2020s straddles the line between retro and futuristic. It’s not uncommon to see one person wearing Ray-Ban 1970s-style round sunglasses as a vintage fashion nod, and another person wearing Ray-Ban Stories smart glasses to live-stream their day – both proudly Ray-Ban, both effortlessly cool in their context. That’s a cultural flexibility few brands achieve.

Ecommerce innovation allowed Ray-Ban to thrive in a digital-first retail world.

Sustainably made frames began entering the Ray-Ban lineup by mid-decade.

Sustainability, Slowly

From a business perspective, Ray-Ban entered the 2020s as part of the new entity EssilorLuxottica (after Luxottica merged with lens giant Essilor). This made Ray-Ban an even more vertically integrated brand – EssilorLuxottica can manufacture everything from the frames to the high-quality lenses, even prescription lenses, in-house. The synergy likely aids in continuing to deliver quality while also keeping margins healthy. Even with global retail fluctuations (like pandemic lockdowns), Ray-Ban has shown resilience. In fact, EssilorLuxottica’s 2021 and 2022 earnings reports highlighted strong rebound in Ray-Ban sales, especially with the launch of Ray-Ban Stories drawing tech-interested consumers .

Ray-Ban Stories themselves represent a strategic bet that could pay off significantly. By partnering with Meta, Ray-Ban gets a foot into Silicon Valley – the glasses effectively serve as an extension of one’s smartphone, and as AR (augmented reality) and the metaverse concepts evolve, Ray-Ban is positioned to be the stylish hardware people use to interface with those new digital layers of life. Privacy concerns have been noted (the idea of covert recording glasses raises eyebrows) , but Ray-Ban has navigated such controversies by emphasizing the lifestyle aspect and including LED indicators on the glasses when recording to alert others. The jury is out on how big smart glasses will be, but Ray-Ban’s early mover advantage and brand appeal give it a strong chance to capture the mainstream, succeeding where tech-first attempts struggled.

Financially, Ray-Ban’s brand value remains top-tier. Market analysts suggest that even as competitors multiply, Ray-Ban’s share of the premium sunglasses segment is unrivaled. The brand has also cleverly expanded its pricing strategy: offering entry-level classic models (perhaps around $150) and tech or special models that go $300+, covering different consumer budgets. Furthermore, Ray-Ban’s omni-channel presence (online, flagship stores in big cities, department stores, Sunglass Hut, and authorised optical retailers) means it’s reaching consumers wherever they prefer to shop. In 2022, EssilorLuxottica even hit a milestone market capitalisation (over €100 billion) , and Ray-Ban was a noted contributor to that success.

As of the mid 2020s, Ray-Ban is a 90+ year-old brand that remarkably feels as youthful as ever. It carries the weight of history – literally on the noses of World War II generals and movie legends – yet it’s often the first choice of Gen Z when they want a pair of shades. That enduring appeal is reflected in the brand’s business: steady growth, expansion into new categories, and the ability to set trends rather than just follow them. Ray-Ban has proven it can weather storms (both economic and stylistic) and emerge stronger, a testament to its adaptive brand strategy.

In conclusion, the story of Ray-Ban through the 2020s (so far) is one of a storied brand not resting on its laurels. Instead, it’s innovating with smart eyewear, collaborating with cultural movers, honouring its classics, and engaging a global community of fans. From the 1930s pilot goggles to the 2020s camera-equipped Wayfarers, Ray-Ban’s journey is a rare continuum of relevance, reinvention, and staying power – a legacy that looks certain to shine on in the decades to come.

Sustainably made frames began entering the Ray-Ban lineup by mid-decade.

Marketing & Advertising

2020: Ray-Ban’s long-planned “You’re On” global campaign formally launched in November 2020. Created with agency Wieden+Kennedy Amsterdam , “You’re On” was all about celebrating those authentic, uninhibited moments in life when you feel at your best – with Ray-Ban glasses being a catalyst or companion in those moments. The tone was uplifting and fun, very fitting to counter the gloomy mood of 2020 (amid the pandemic). Creative direction: Each ad showcased a mini-story of a person or group doing something spontaneously cool while wearing Ray-Bans, highlighting their unique personality. For example, one film featured a woman in a pinball arcade who, with intuitive confidence, plays a phenomenal game – the tagline: “When you’re on, you’re on,” implying Ray-Bans help you feel “on” your game . Another spot showed a group of friends whose car breaks down; undeterred, they start bobbing the car to hop it over a hill in a surreal, joyful way . These vignettes were humorous, slightly absurd, but charming – focusing on the characters’ flair (enabled by the self-assurance that Ray-Ban symbolizes).

Despite 2020’s challenges, Ray-Ban rolled this out globally via a mix of TV commercials, online videos, social media shorts, and in-store visuals. Outdoor billboards in select cities (where possible) carried still images from the campaign (e.g., the pinball wizard and the car-bouncing friends), with the bold headline “You’re On.” In stores, Ray-Ban set up mirrors with “You’re On” decals to literally reflect the campaign message on customers trying glasses . Social media was huge for this campaign – Instagram and TikTok challenges invited users to share moments they felt “on” and tag #YoureOn. The campaign also tied into product: Ray-Ban introduced some 1960s-inspired frames (Nomad, State Street) as part of a “You’re On” collection, emphasizing retro-cool authenticity.

“You’re On” was well-received as a breezy, positive campaign. It modernized Ray-Ban’s classic message of individuality in a more lighthearted way. Importantly, it kept Ray-Ban culturally relevant even as COVID-19 limited some marketing activities (the scenarios in the ads – small gatherings, personal feats – resonated with what people missed during lockdowns). The campaign set Ray-Ban up with a unifying theme that would carry forward.

2021: Ray-Ban expanded on the “You’re On” campaign with new content and also made a significant tech partnership move. In May 2021, Ray-Ban released the second chapter of “You’re On,” unveiling additional styles and enlisting music stars for promotion. Notably, pop artist Charli XCX and indie singer Beabadoobee were featured in a series of campaign images and short videos wearing the new Ray-Ban State Street and Nomad frames . This was a savvy influencer collaboration: Charli XCX brought mainstream pop appeal, and Beabadoobee attracted Gen-Z alternative fans – both embody living in the moment with confidence. The campaign vignettes showed them backstage and onstage, vibing with their Ray-Bans, thereby associating the eyewear with creative energy and stage confidence. Ray-Ban shared these across social platforms and even did Instagram Live sessions where the artists talked about moments they feel “on.” Meanwhile, the “You’re On” product collection (which included refreshes of ’70s styles in modern materials) got a push: Ray-Ban emphasized customization, noting all frames could be tailored (lens tints, engraving) so you can truly express yourself.

The biggest news of 2021 was Ray-Ban’s foray into smart glasses with the launch of Ray-Ban Stories in partnership with Facebook (now Meta). In September 2021, Ray-Ban and Facebook unveiled Ray-Ban Stories smart glasses – classic Wayfarer-like frames integrated with cameras, microphones, and speakers. The marketing around this was significant: it framed the device as a way to “capture, share, and listen” to life’s authentic moments hands-free while still looking like Ray-Bans. The tagline in tech ads was “Wear the Wayfarer. Capture the world.” Ray-Ban’s marketing team coordinated with Facebook’s to balance cool with tech. Commercials showed young people recording video of fun experiences (a skateboard trick, a dance party) through their Ray-Ban Stories and instantly sharing to social media – aligning perfectly with the You’re On ethos of living in the moment. These were promoted on digital channels (Facebook, Instagram, YouTube) more than traditional media, targeting early adopters. Importantly, the Ray-Ban brand was front and center (they were marketed as “Ray-Ban Stories” rather than Facebook Glasses), leveraging Ray-Ban’s fashion credibility. PR and reception: The collaboration made headlines in major news outlets, giving Ray-Ban a different kind of publicity (tech and business media coverage). It positioned Ray-Ban as a bridge between heritage style and future innovation. Some privacy concerns were raised in media about the camera, but Ray-Ban and Facebook addressed these with LED indicator lights and privacy guidelines in marketing FAQs. Outcomes: Ray-Ban Stories had a measured start but signaled that Ray-Ban’s brand can stretch into new realms. The Stories launch complemented the lifestyle campaigns, reinforcing Ray-Ban’s narrative of embracing modern life (whether it’s expressive fashion or capturing memories). By end of 2021, Ray-Ban had achieved a rare feat: executing a nostalgic lifestyle campaign and a high-tech product launch under one brand umbrella, keeping messaging cohesive (authenticity and being present in life’s moments).

2022: Ray-Ban focused on consolidating its gains and subtly refreshing its imagery. The “You’re On” campaign continued into 2022 with some tweaks acknowledging the world reopening. New ads showed scenarios like friends reuniting at a festival, all wearing Ray-Bans and exuding joy – a timely nod to post-lockdown life. Ray-Ban also reissued a 1971 model “Burbank” frame as part of the campaign’s holiday season, again emphasizing the theme of being timelessly “on” . Marketing copy in late 2022 ads read “You’re On – Anytime, Anywhere” to drive home that Ray-Bans fit every situation, from casual to celebratory. On the social/influencer front, Ray-Ban tapped into the TikTok trend of short storytelling: they launched the #YoureOnChallenge, encouraging people to post a short video of a spontaneous talent or trick they can do (like suddenly busting a move or a magic trick) while putting on Ray-Ban shades, underscoring feeling confident and “on.” This garnered thousands of UGC posts, essentially free advertising with authentic flair. Additionally, Ray-Ban’s collaboration with DJ Honey Dijon (technically launched in fall 2021) gained wider promotion in 2022. The Honey Dijon x Ray-Ban collection – three bold sunglasses inspired by ’60s, ’70s, ’80s style – was marketed with the tagline “Honey, it’s vintage – remixed.” Ray-Ban put out interview videos with Honey Dijon discussing music history and personal identity, aligning with Ray-Ban’s support of both music culture and LGBTQ+ representation. These were shared during Pride Month 2022, effectively doubling as a Pride campaign, showing Ray-Ban’s commitment to diversity (something the brand has often signaled since the 2012 gay-inclusive ad).

By 2022, Ray-Ban enjoyed strong market performance. The brand was frequently cited in fashion press as making a successful comeback in the 2000s and remaining a leader – thanks in large part to its marketing strategy blending heritage (e.g., reissues, “Genuine Since 1937”) and innovation (smart glasses, social campaigns). That year Ray-Ban also quietly updated its visual identity slightly – modernizing the logo lockups and store designs – to keep things fresh after 85 years. The marketing wins of 2022 set the stage for Ray-Ban to try new things in 2023.

2023: Ray-Ban introduced a major new product line and campaign in 2023 – the Ray-Ban Reverse collection – accompanied by high-profile star power. Ray-Ban Reverse features lenses with a unique inverted curvature (concave outward), and to launch this innovation, Ray-Ban teamed up with rock legend Lenny Kravitz as the face of the campaign. The campaign embraced Ray-Ban’s heritage while pushing something new: it prominently used the slogan “Genuine Since 1937” (a staple phrase in Ray-Ban’s logo) to frame the story, saying that even as Ray-Ban innovates, it remains true to its roots . The creative concept had Kravitz – known for his vintage-inspired, bold style – wearing the new Reverse Aviators and Wayfarers in a series of vibrant, performance-like visuals. One key visual, for example, showed Lenny Kravitz on stage under red lights, reaching out to a crowd, with his mirrored Reverse Aviators reflecting the audience. The accompanying copy: “Icon meets idol. Genuine Since 1937.” – implying Ray-Ban (the icon) and Kravitz (the idol) joining forces . Another video spot intercut close-ups of the Reverse lenses (to highlight their curvature) with footage of Kravitz jamming in a studio, voiceover by him about authenticity and reinvention. Media: This was a full-spectrum campaign. Ray-Ban and Lenny Kravitz unveiled it across social media with much fanfare; Kravitz himself promoted it to his followers, effectively serving as an influencer collaboration as well. Traditional channels like print magazines (GQ, Rolling Stone) ran the striking images of Kravitz in Ray-Bans. There was also an experiential element – Ray-Ban hosted a launch event in Los Angeles that doubled as a mini concert by Lenny Kravitz, generating PR and buzz. Agencies: The creative work was likely done by an agency (possibly Publicis or an in-house creative studio), but it hewed closely to Ray-Ban’s established style: bold imagery, heritage messaging, and that ever-present red Ray-Ban logo. The choice of Kravitz provided cross-generational appeal – he resonates with older fans (linking to ’70s rock vibes that suit Ray-Ban) and younger audiences (as a style icon and father of actress Zoë Kravitz).

The Ray-Ban Reverse campaign was successful in driving excitement for a new product; reports noted the collection sold strongly upon release, and it kept Ray-Ban in fashion headlines in 2023. It reinforced that Ray-Ban is unafraid to evolve (even literally flipping its lenses) yet does so in line with its brand DNA of rock’n’roll cool. “Genuine Since 1937” became more than a fine print motto – it was now front and center in marketing, possibly signaling it as a new enduring tagline for the brand’s next era.

2024 and beyond: Building on recent successes, Ray-Ban’s marketing is expected to continue balancing legacy and innovation. In late 2023 and early 2024, Ray-Ban (in partnership with Meta) launched the 2nd generation of Ray-Ban Stories smart glasses, with improved tech. The marketing around this has leaned into real-user testimonials and lifestyle applications – for instance, showing how Ray-Ban Stories can translate languages in real-time or play music, all while looking like stylish sunglasses, thus targeting both tech enthusiasts and everyday fashion consumers. Influencers in tech (like popular YouTubers) and fashion (Instagram creators) have been enlisted to demo these new features, indicating Ray-Ban’s ongoing strategy of influencer collaborations spanning different spheres. On social media, Ray-Ban keeps its content vibrant: 2024 has seen the brand collaborate with Gen-Z creators on TikTok who incorporate Ray-Bans into comedy skits or trend videos, subtly advertising without formal ads.

We also see Ray-Ban nodding to emerging cultural moments – for example, teasing a special collection for the upcoming Paris Olympics 2024 (perhaps French tricolor-themed Aviators), tying into a sponsorship of an Olympic sports team, which would be a PR move harking back to Ray-Ban’s sports ties of past decades. In tone, Ray-Ban’s branding remains bold, inclusive, and aspirational. Whether through a hashtag campaign encouraging users to be real, a star-studded collaboration, or cutting-edge product integrations, Ray-Ban consistently projects the message that being true to oneself is always in style. After nearly 90 years, Ray-Ban’s marketing journey – from WWII military ads to Hollywood product placements, from “Never Hide” to “You’re On” – has itself become legendary, proving the brand’s uncanny ability to reinvent its image for each new generation while never losing the core identity of cool, confident authenticity.