Quick Take: Ray-Ban, from EssilorLuxottica, is debuting its Reverse collection: four unisex sunglass styles featuring a new, completely reversed lens. The collection is accompanied by a campaign starring supermodel Vittoria Ceretti.
Specifics: The Ray-Ban Reverse collection features a lens that has been shifted from the traditional convex to concave, all without sacrificing on optical precision. This is achieved thanks to innovative astigmatic, prismatic and resolving powers. Lenses are finished with an anti-glare treatment and primed to reduce up to 70 percent of the reflections at wavelengths to which the eye is most sensitive. Ray-Ban Reverse is available in four of the brand’s iconic shapes: Aviator, Wayfarer, Caravan and Boyfriend. The concave Reverse lens traces the curves of the cheekbone, creating an ergonomic universal fit. The collection also utilizes a palette of alternative materials, including bio-based nylon lenses with a 41 percent bio-based carbon content, bio-based acetate frames with a 67 percent bio-based carbon content and 100 percent recycled packaging, card and cleansing cloth.
Reverse Aviator is available in gold or silver with classic lenses as well as a range of unexpected combinations including anthracite, rose gold or black metal frames with either gradient or tinted mirror lenses. Reverse Wayfarer is available solid black with classic lenses, a range of transparent colorways, and colorations including graphite, dark blue and brown with lenses in complimentary hues, or combinations of red and green or orange and blue, complete with colored mirror lenses. Reverse Caravan is available in gold or silver with classic lenses as well as silver, rose gold, anthracite or black with gradient, tinted or mirror lenses. Finally, Reverse Boyfriend is available in classic black or a range of transparent colorways, as well as deep blue, brown, dark gray, or bi-color brown and blue paired with a selection of tinted, mirror or gradient lenses.
Selling Point: Federico Buffa, R&D product style licensing director, EssilorLuxottica, said, “Our Ray-Ban Reverse collection is a true revolution in the eyewear industry. The concave aesthetic is enabled by a new proprietary technology which applies big data analysis into the lens design. We always raise the bar by reinventing what eye care and eyewear can do for consumers.”
Sherianne James, chief marketing officer and senior vice president of wholesale marketing at EssilorLuxottica North America, said, “The disruptive design of Ray-Ban Reverse will speak to consumers everywhere, helping them stand out from the crowd by expressing themselves through their visual identity. The collection will bring consumers into eyecare practices seeking the very latest from the most recognized brand in eyewear. Think of the opportunity with contact lens patients, for whom a pair of quality plano sunglasses is essential. This pioneering collection with standout style and precise optics can help eyecare practices keep those patients engaged in their optical, rather than making sunwear purchases elsewhere.”
Francesco Liut, chief marketing officer, EssilorLuxottica, said, “As the most beloved eyewear brand we continue to leverage the power of our iconicity while bringing innovation and technology to our most classic styles.”
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