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Ray-Ban with Steve Klein

With society weighing its tolls on people the globally renowned eye-wear brand Ray-Ban with their iconic sunglasses has introduced its new Communication Campaign with the renowned creative soul the American photographer Steve Klein.

When society build itself around stereotypes and cages every individual to be molded according to it, society forgets that we all are different & we forget ourselves. The Communication Campaign by Ray-Ban is a healthy rebellion against these stereotypical social norms that restricts individuality and Steve Klein brings out the true essence of the rebellion.

Steven Klein captures in every shot the very moment in which the protagonists shake off the past to liberate themselves, realise their potential, change and set themselves apart without ever turning back. The campaign is sometimes irreverent, sometimes impertinent, but always authentic. As Ray-Ban turns 80, the concept of authenticity -embodied by the brand’s signage- is stronger, bolder and more surprising than ever.

The campaign is about diversity and individualism” explains Klein. “The whole concept of the campaign is based on creating a world where people are leaving one world, entering another world based on the idea of never looking back. One of the great things about doing this campaign was that it felt authentic in the sense that whoever wears Ray-Ban takes on their own identity and the glasses do not wear them.”

The tough streets can make a young man feel caged in, but the protagonist decides to escape this world in order to liberate himself, to start again, and build a better future.

The protagonist wears a pair of Ray-Ban The General.

In this shot, the protagonist rejects the social stereotypes of successful men in a suit and tie which prevented him from feeling free and living by his own rules.

The protagonist wears a pair of Ray-Ban Aviator.

The stage door is the chosen escape route for this music artist, who has just won a prize but is proving her authenticity to everyone. She has no interest in the fame or glory that success brings, yet prefers to enjoy her evening doing what she likes most: making music.

The protagonist wears a pair of Ray-Ban Ja-Jo.

In this shot, the protagonist is leaving behind a love that has come to an end – a love than no longer belongs to her and made her feel trapped.

The protagonist wears a pair of Ray-Ban Dean.

This enviable couple is pictured leaving a club, showing their rejection of the status quo and proving that they can indulge their passions regardless of their age.

The protagonists wear a pair of Ray-Ban Wayfarer.

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