Harlem, stand up. ASAP Rocky just dropped his first major campaign as Creative Director for Ray-Ban, and it’s more than a fashion moment. It’s a cultural reset with Harlem at the center. That part.
The Harlem-born style icon, yes we said Harlem again, ha, didn’t just lend his face to the brand. He stepped behind the lens and into the role of visionary, using his creative power to reshape Ray-Ban’s image through a deeply personal lens.
This dope collab isn’t about a celebrity sponsorship. It’s about ownership, authenticity, and telling authentic stories rooted in the neighborhood that raised him.
Rocky has always blurred the lines between luxury and streetwear, and his vision for Ray-Ban embodies this ethos.
Get this: for this launch, he skipped the polished cast and studio lights, bringing the energy of the block straight to the screen. Friends, local artists, and real Harlem residents take center stage. Fire.
The visuals are raw and full of life, shot on rooftops, alleyways, and stoops that reflect the soul of the city.
Moreover, at the heart of the campaign is the Ray-Ban Wayfarer Puffer, a bold reimagining of a classic silhouette. The design features puffed-up oversized frames that feel both street-smart and fashion-forward. It’s a clear indication of Rocky’s design approach. “Take what’s iconic, and give it a voice that speaks today.” These shades don’t just accessorize. They make noise.
Here’s what sets this move apart: the depth of Rocky’s involvement. He’s not just modeling the product. He’s shaping what it is and where it’s going. As Creative Director, he’s influencing product design, creative direction, and the full brand narrative. And Harlem is the heartbeat behind every frame.
“This isn’t about putting Harlem in a fashion ad,” Rocky’s choices seem to say. “It’s about letting Harlem be the ad.”
That’s what’s up. “Letting Harlem BE the ad.” Gotta love it.