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HomePR This WeekRay-Ban Launches Reverse - A Lens Like You've Never Seen

Ray-Ban Launches Reverse – A Lens Like You’ve Never Seen

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Decade after decade, Ray-Ban dares to examine the unexplored. Led by this insatiable curiosity, Ray-Ban turns eyewear on its axis with the release of the Reverse collection: four unisex sunglass styles featuring an impossible new lens, completely reversed featuring famed supermodel, Vittoria Ceretti as the face of the campaign.

An exceptional feat of advanced engineering, the shape of the lens shifts from traditional convex to concave without sacrificing on optical precision, thanks to the innovative astigmatic, prismatic and resolving powers.

Finished with a high-performance anti-glare treatment, the pantoscopic lens is primed to reduce up to 70% of the reflections at wavelengths to which the eye is most sensitive. Four iconic silhouettes serve as the springboard, inverting the meaning of classic design with its entry into the avant-garde.

“Our Ray-Ban Reverse collection is a true revolution in the eyewear industry. The concave aesthetic is enabled by a new proprietary technology which applies big data analysis into the lens design. We always raise the bar by reinventing what eye care and eyewear can do for consumers,” Federico Buffa, R&D Product Style Licensing Director, EssilorLuxottica.

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Developed with an ergonomic universal frame, the Ray-Ban Reverse Aviator, Wayfarer, Caravan and Boyfriend gently trace the curves of the cheekbone to fit and compliment every face shape. Crafted with consideration for our planet, the collection utilises a palette of alternative materials, including bio-based nylon1 lenses with a 41% bio-based carbon content, bio-based acetate frames with a 67% bio-based carbon content and 100% recycled packaging, card and cleansing cloth.

As the most beloved eyewear brand we continue to leverage the power of our iconicity while bringing innovation and technology to our most classic styles,” says Chief Marketing Officer, EssilorLuxottica, Francesco Liut.

The Ray-Ban Reverse Collection can be purchased at all Ray-Ban Stores and Ray-Ban.com beginning May 15th and will be available throughout all owned and operated EssilorLuxottica wholesale channels starting from June 15th. The collection starts at €165.

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