An iconic eyewear brand has a new creative icon at its helm.

Ray-Ban announced today that rapper and fashion trendsetter A$AP Rocky will be its first-ever creative director. 

In his new role, Rocky will lead Ray-Ban Studios, a sub label of Ray-Ban that it calls “a creative hub celebrating self-expression.” More broadly, he’s tasked with reinventing and contemporizing the brand by overseeing creative projects including a new Blacked Out Collection, which will release in April. The collection redesigns iconic frames (think the Wayfarer and Clubmaster) with a brand-new black-out lens and gold-plated details.

“Today, we are welcoming A$AP Rocky into our family; he’s a visionary artist and creator,” Ray-Ban president Leonardo Maria Del Vecchio says in a statement. “His ability to push the boundaries of the diverse worlds he explores aligns with the Ray-Ban DNA. We are reinforcing the brand’s values of innovation, pioneering spirit, and courage.”

Rocky has a history of wearing Ray-Bans. Most recently, in what is now seemingly a tell of the........

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