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A NEW ADVERTISING CAMPAIGN "RAY-BAN, GENUINE SINCE 1937" TO CELEBRATE THE AUTHENTICITY AND THE TRADITION OF A BRAND: RAY-BAN, THE LEGEND OF SUNGLASSES.

The new advertising campaign "Ray-Ban. Genuine since 1937" is the full expression of Ray-Ban's authenticity and free soul --the most famous sunglass brand in the world.
The campaign aims at highlighting the wearer's genuine and authentic personality by portraying ordinary, dynamic people who believe in themselves and who confidently express their uniqueness, people who want to climb the ladder but who are not obsessed by fashion or by the latest trends.
The feeling of truth and genuineness given by the images was captured by Danny Clinch, the well-known photographer and student of Annie Liebovitz, whose documentary photographs have made him famous all over the world. This technique is enhanced by short, impressive headlines such as "My name is not baby", "I don't want to be a millionaire" and "My best friends are not diamonds".
The new collection by Ray-Ban introduces 20 styles which underline the authenticity of those who have always worn the brand's high-quality and tradition, without ever yielding to false ostentation or to short-lived fashion-set trends, and which deliver legendary performance and sun protection. In fact, we are witnessing the comeback of legendary styles such as Aviator, Shooter and Caravan. A timeless, never extreme design, allows the Ray-Ban legend to continue over time, always remaining the heart and soul of the sunglasses.
The acetate styles Cutters 2045 - 2046 - 2047 don’t change their shape and their excellent performance, but they agree to dress in new special colors such as burnt rose, cristal, blue, light green with blue lenses, always with the well-known Ray-Ban quality.
Among metals, Chaos (style 3140) stands out for its small oval frame, the double, well visible bridge and a kind of side cup made from metal mesh that hugs the eyes. The metal core is perfectly visible through the injected, slender temple.
The colors of the frames are often in contrast with the lenses, thus creating matches like bronze and metal gray with G-15 lens or transparent ice with mirror blue-lenses.
Great news! The unforgettable, ever-fashionable Shooter II (style 3138) is back. The classic teardrop frame is characterized by the following distinctive features: a small metal circle placed on the bridge – extremely lightweight frames tinged with gold, silver, black or gunmetal gray - black plastic tips and, in style 3139, cable temples. The lenses are colored in blue, pink, green-gray and smoky gray.
A style that emanates a timeless emotion: it is Wings II (style 3143). No doubt, it’s the most fashionable style in the whole collection --the contemporary remake of the shield, a “cult” object from past collections. There it is, dressed with new elements in harmony with the latest trends, such as the polycarbonate lenses, available only in this style. With oval or slightly squared shapes and available in two sizes, this shield can be confidently worn by anyone. The gold frame serves as a setting for hues such as blue, purple or the more classic London smoke.
A style that doesn't need to be introduced: we are talking about Caravan (style 3136), a legend that continues until the present time, famous for its slender gold frame and its G-15 lenses, with a squared, but never too aggressive shape. This style brings back to life the very shapes that made the history of sunglasses. Now it comes back tinged with new fashionable colors such as blue and pink but, most importantly, available in several sizes so that every face can proudly wear the Ray-Ban legend.
This year, gold clearly dominates the scene, from the runways to the most private fashion accessories, and a style like the new Predator metal (styles 3131 and 3132) could not be an exception. Designed for those who, in addition to looking for high-quality eyewear, are also interested in the latest trends. The slender gilded or silvered metal frame is lightweight and wrapping, aggressive, sporty and very young-looking. The lenses are offered in a variety of colors: blue, rose or mirrored silver and gold, extra-hot this year. The temples are flex and the wrapping front comes in oval (3131) or rectangular (3132) shape.

Surces: www.luxottica.com

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