What happened
EssilorLuxottica-owned eyewear brand Ray-Ban launched the new collection of sun and optical glasses designed to fit Asian faces, featuring styles for Spring/Summer 2024, on March 28.
The new season models were launched in a campaign featuring Asia Pacific brand ambassador Cheng Yi that also celebrates the one-year anniversary of Ray-Ban’s partnership with the popular Chinese actor/singer.
The accompanying social media competition gifted buyers of the S/S 2024 collection a limited-edition Cheng Yi translucent card and asked them to post “beautiful spring landscapes you'd like to explore with Cheng Yi.”
Cheng Yi was named Ray-Ban’s brand ambassador in April 2023, promoted to Asia spokesperson last October with new products released this April — the collaboration amassed 728 million views on Weibo and 157 million user engagements (as of April 15).
The Jing Take
Founded in 1937, Ray-Ban has been known for iconic styles such as the Aviator, Wayfarer and Clubmaster. Lately, it has been sharpening its focus on young generations with disruptive innovations and modern mantras encouraging individuality.
Last year’s launch of the Ray-Ban Reverse collection introduced an industry-first inverted lens. Through proprietary technology, the concave lens follows the natural curve of the cheekbone for a fresh and edgy aesthetic while also maintaining optical precision.
According to a Statista report, China’s eyewear market is expected to reach $16.32 billion in 2024 at a projected annual growth rate of 7.56% (CAGR 2024-28). Sunglasses are highlighted as the fastest growing segment.
With growing myopia rates among Gen Z in China, plus an increasing preference for fashionable and protective eyewear, China’s youth market presents immense potential for Ray-Ban.
Ray-Ban’s appointment of Cheng Yi speaks to his alignment of values with the brand. His refined features highlight Ray-Ban’s tailored Asian fit, designed to fit Asian facial structures. Accompanying the campaign video on social media, the actor wrote: “Unafraid to express personal style, interpreting my true attitude.” Authenticity, combined with current trends, aims to appeal to young Chinese consumers across genders.
Continuing to push the boundaries of eyewear design with developments like the Reverse lens, the iconic brand has brought its spirit of innovation into contemporary focus.
By ensuring its glasses’ styles and sizing, engaging narratives and social connections are personalized for the Chinese market, Ray-Ban aims to introduce new generations in China to their iconic frames.
Presented by Ray-Ban
The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.