Never Hide

Ray-Ban was founded in 1937, originally by Bausch & Lomb, and sold to Luxottica Group in for a reported $1.2bn in 1999. Famous for their timeless and classic Aviator and Wayfarer styles - and worn by many famous faces including Bob Dylan, Tom Cruise, Michael Jackson, Audrey Hepburn and John F Kennedy - Ray-Ban sunglasses have always been a quintessential fashion item.

In 1983, Tom Cruise was seen in the film ‘Risky Business’ wearing a pair of Wayfarers and that year, the sales of Ray-Ban increased by 50%. Three years later, he was seen sporting Aviators in films such as ‘Top Gun’ - which led to a 40% increase in the sales of Ray-Ban’s.

The Ray-Ban ‘’Never Hide’’ campaign was launched in 2007 – and was aimed at encouraging people to live their lives with originality, authenticity and without fear of being judged; something which can be transferred easily into any walk of life. It was a refreshing move, making the brand seem more attractive to the younger generation – to place them ‘’at the centre of attention, beyond trends, transcending time.’’

#PSoTW