Ray-Ban 'The Icons' 2025 Ad Campaign

Review of Ray-Ban ‘The Icons’ 2025 Ad Campaign with Photographer Axel Morin with models Jadi Wegener, Walid Fiher, Hezhizi Liu, Ottawa Kwami

Ray-Ban’s latest campaign channels pure attitude, balancing iconic cool with a fresh, contemporary edge. Under the creative direction of Fedra Malara and Filippo Vezzali, and shot by Axel Morin, the imagery pairs punchy monochrome backdrops with bold leather looks, letting the eyewear—and the personalities behind it—command the frame.

There’s a cinematic crispness to the campaign’s mood, enhanced by Vittoria Cerciello’s sleek styling and Nicola Scarlino’s minimal set design. Whether cast in searing yellow, smoky black, or deep blue, each portrait radiates effortless confidence—proof that even a brand built on timelessness knows how to stay sharply in the now.