As Ray-Ban appoints ASAP Rocky as its first global creative director, it signals a growing trend of luxury brands leaning on celebrity vision to redefine cultural relevance and unlock commercial success in an increasingly competitive market.

International sunglasses brand Ray-Ban has appointed Rakim Athelaston Mayers, known professionally by his stage name as ASAP Rocky, as its first-ever global creative director. The appointment comes as more luxury brands increasingly turn to high-profile cultural figures to lead creative operations, moving beyond traditional celebrity ambassadorships.

Ray-Ban, founded in 1936 and now owned by EssilorLuxottica, has built its legacy on iconic styles like the Aviator and Wayfarer. While the brand has previously engaged in limited collaborations with designers like Scuderia Ferrari and artists such as Peggy Gou, it has historically maintained creative direction in-house, focusing on heritage designs with occasional modern updates. This appointment marks the first time the eyewear giant has brought in an external creative leader of this calibre.