Love Ray Ban or hate it you have to admire the smart makers inside the company and their ability to reinvent the brand’s image so it constantly remains relevant. The leaders do not allow the company’s story to grow stale which is why they tapped Steven Klein, ‘the king of story-telling imagery’, to shoot Ray Ban’s iconic shades for their latest campaign.

The famed photographer captured four characters on a liberating road trip with each model wearing a pair of glasses corresponding to their singular personality, as they set out on a journey of self-discovery.

One model is a musician, another is a female film director, and there’s also a social activist and a poet and writer – each of them discovering themselves in their own way.

“It’s the idea of believing in tomorrow and a bright future, and the idea of everybody’s personal freedom,”

“It’s the opposite of being imprisoned, which is having limitations imposed. Freedom defines one’s individuality.”

Steven Klein

Don’t miss the campaign video at the end.

Ray Ban Campaign by Steven Klein: