By Jessica Ye (Jessica Yap)
Ray-Ban has a long history of attaching its frames to cultural moments. This time, it has chosen one of the most recognisable faces in contemporary pop culture.
Jennie Kim has been named the brand’s global ambassador for both Ray-Ban and Ray-Ban Meta Smart Glasses, bringing together the label’s classic eyewear and its push into wearable technology.
If the pairing feels obvious, it probably is. Jennie has spent the past few years moving through that rare space where music, fashion and internet culture overlap. As a member of BLACKPINK, she has become one of the most visible figures shaping how K-pop intersects with global style. Her personal aesthetic moves easily between polished minimalism and playful experimentation, the sort of versatility that eyewear brands have always gravitated toward.
The campaign leans into that contrast. On one side sits Ray-Ban’s heritage. On the other is its Meta-powered smart eyewear developed with Meta Platforms, where cameras, audio and connectivity are quietly built into frames that still look unmistakably Ray-Ban.
Jennie appears across a selection of styles that span the spectrum of contemporary eyewear. The retro-tinged Ray-Ban Daddy-O nods to the ongoing revival of late 1990s shapes, while the wraparound Ray-Ban Alix leans into a more futuristic, Y2K-inspired attitude.
For Ray-Ban, the message is clear. Heritage still matters, but the future of eyewear is increasingly tied to technology, and the personalities who wear it.
Jennie, unsurprisingly, sees the collaboration in simpler terms. “Confidence isn’t loud. It comes from feeling comfortable with yourself and expressing who you are,” she said. “Ray-Ban has that same energy. Simple, expressive and easy to live in.”
The campaign launches globally on 14 April.
