Some collaborations feel as natural as breathing, and others simply rewrite the rules. When a brand like Ray-Ban—with decades of heritage in the eyewear world—chooses, for the first time in its history, an external art director, and that person is A$AP Rocky, you know it’s something special. This isn’t just another commercial collaboration that will disappear in a month, but a true revolution that makes everyone want these new sunglasses.
When you think of A$AP Rocky, what’s the first thing that comes to mind? Rap? Fashion? Or the perfect blend of both that makes him one of the most influential icons of his generation? Ray-Ban decided to ask that question in a completely different way, and asked Rocky not just to be a presenter or ambassador, but to take full creative responsibility as the brand’s first-ever art director. The result? The most talked-about collection the iconic brand has released this year.
A$AP Rocky didn’t settle for being just another celebrity holding stylish sunglasses in a commercial. As Ray-Ban’s first-ever art director, he took full responsibility for every aspect of the new collection. From design to colors, from messages to aesthetics—everything passed through his creative vision.
What’s unique about Rocky’s approach is that he didn’t try to change Ray-Ban, but to add a new layer to it. He understood that the brand’s iconic models are part of our cultural history, so instead of reinventing them, he chose to take what we already love and give it a new, bold, and relevant interpretation.
The collection itself is proof of Rocky’s distinct sense of style. He took Ray-Ban’s most classic models and gave them a twist that both honors the legacy and pushes it forward. This isn’t a collection that tries to be different just for the sake of being different—it’s a collection that understands exactly what needs to change and what needs to stay.
The flagship model of the collection has already become a phenomenon in the fashion world. Influencers worldwide are posting photos with it, celebrities are wearing it to events, and it has become one of the most desired items of the year. It’s no surprise—when someone like A$AP Rocky, with such a sharp eye for fashion and style, designs something, the result is always going to be special.
Now, this collection is arriving in Israel, and Elinor Bor Ben-Zvi, Vice President of Marketing at Luxottica Israel, does not hide her excitement. “This collaboration perfectly illustrates the connection between heritage and contemporary creativity,” she explains. “A$AP Rocky brought with him a fresh, original, and above all courageous vision, and this collection is a celebration of style, culture, and personal expression.”
What makes this collection special is not just the design or the name behind it, but the fact that it represents something bigger. It’s the combination of music and fashion, street and high-end, the heritage the brand has built for itself and the future it wants to create.
A$AP Rocky has always been someone who knows how to take elements from different cultures and blend them into something new and unique. In this collection, he does exactly that—taking Ray-Ban’s classics, adding his unique sense of style, and creating something that is at once familiar and new.
The prices of the collection range from NIS 699 to NIS 979, a price range that makes the sunglasses accessible to a wide variety of people. This isn’t a luxury item that only a few can afford, but something that anyone who loves fashion and wants a piece of A$AP Rocky’s magic can obtain.
The collection is available at authorized retailers across the country, but based on its global success, it’s best not to wait too long. Limited editions tend to disappear quickly—especially when it’s such a successful collaboration.
In the end, this collection is much more than just sunglasses. It represents a moment when a legendary brand understands how to stay relevant, a talented artist knows how to honor legacy while creating something new, and the audience gets something they truly want. This is what happens when everyone does their job right.