It’s looking to be sexy. With an expanding empire alongside Rihanna, the mutli-hyphenate steps into his latest role: Ray-Ban’s first-ever creative director in its 80-year history
A$AP Rocky has never been one to blend into the background—whether in music, fashion, or, as of late, the legal system. The rapper-turned-style icon walked into courtrooms this past month draped in sharp tailoring and Ray-Ban’s signature Wayfarers and Mega Clubmasters, a look that spoke louder than any closing argument. Now, with the ink dry on a “not guilty” verdict, Rocky is moving on to a different kind of history-making moment: becoming Ray-Ban’s first-ever creative director.
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It’s a power move for both parties. Ray-Ban is an 80-year-old institution built on timeless silhouettes and cultural cachet, doubling down on its relevance in a world where fashion and technology increasingly overlap. Meanwhile, Rocky, with the upcoming release of his fourth studio album, Don’t Be Dumb, is extending his influence beyond music and into brand reinvention. His first play is The Blacked Out Collection, a revamp of Ray-Ban’s Mega Icons featuring ultra-black lenses and gold-plated details, set to drop this April 2025. And this isn’t just a limited-edition flex—Rocky is also taking the reins at Ray-Ban Studios, the brand’s music and culture platform, giving him a broader stage to imprint his vision.
Fashion Killas
If there’s anyone who understands how to merge artistic credibility with commercial clout, it’s A$AP Rocky. But he isn’t the only one in his household rewriting the playbook. Better half and certified billionaire Rihanna has spent years redefining what it means to helm a brand. With Fenty Beauty, she made inclusivity the new gold standard in cosmetics. With Savage X Fenty, she put a dent in Victoria’s Secret’s stronghold on lingerie. While Rocky shapes Ray-Ban’s next phase, Rihanna is busy expanding her reach—from luxury skincare to a possible return to high fashion—while also gearing up for her long-awaited musical comeback.
The difference is, Rihanna builds empires; Rocky hijacks institutions and rewires them for cool. Fenty was a revolution born out of necessity—Rihanna saw an industry failing people and built something better. Rocky, on the other hand, enters a legacy brand and injects it with the kind of cool that can’t be manufactured. Both approaches work because they understand something fundamental: cultural capital is the currency that never depreciates.
Looking Forward
Rocky and Ray-Ban are entering this partnership with influence, reinvention, and a clear objective of showing that even an old brand can learn new tricks—while remaining shady in all the right ways. With Rocky in charge, expect Ray-Ban to lean harder into the intersection of music, fashion, and tech. The Meta Ray-Ban smart glasses, which already have a foothold in the wearables market, may find themselves wrapped in Rocky’s aesthetic sensibilities. The Mega Icons, once a throwback, may soon become a status symbol for a new generation.
A$AP Rocky has always known how to command attention. Now, with Ray-Ban under his creative direction, he’s setting his sights on something even bigger: legacy.
Photos: RAY-BAN
