Ray-Ban launches new collection, London, Paris, NYC on list for Ray-Ban summer concert series

And for such a big launch, the campaign’s face for the four silhouettes — Aviator, Wayfarer, Caravan and Boyfriend styles — is supermodel Vittoria Ceretti for the official 15 June release.

The company is celebrating the launch by hosting a simultaneous series of 'Ran-Ban Sun-Day’ concerts in London, Tel Aviv, and Paris on 21 June — the summer solstice — concluding with a final party in New York with performances by Channel Tres, Baby Tate, The Knocks and Mazurbate.

So what of the eyewear itself? We’re told this launch is an “exceptional feat of advanced engineering”, thanks to the “innovative astigmatic, prismatic and resolving powers”.

And that means the new pantoscopic styles (all priced from £141 in the UK)  “gently trace the curves of the cheekbone to fit and complement every face shape”.

Finished with a high-performance anti-glare treatment, the lens is primed to reduce up to 70% of the reflections at wavelengths to which the eye is most sensitive.

And of course, the new line is “crafted with consideration for our planet”, using materials including nylon lenses with a 41% bio-based carbon content, acetate frames with a 67% bio-based carbon content and 100% recycled packaging, card and cleansing cloth.

Federico Buffa, R&D Product Style Licensing Director for Ray-Band owner EssilorLuxottica, said: “Our 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.”