Ray-Ban’s new Back to School face is Jennie – and the lens colour isn’t a coincidence

Ray-Ban has built its Back to School campaign around Jennie and the Aviator, first designed in 1937 for pilots and still the frame most people picture when they hear the word at all. 

It’s her second run with the brand this year, as she became Ray-Ban’s global ambassador back in April, in a campaign built around deep red tones as a nod to her stage name, Jennie Ruby Jane. This time that colour story shows up in the lens itself.

Along with Hennie comes a new Transitions lens in ruby, which shifts from clear to a deep rose-red depending on the light. There are two versions of the underlying technology – one that swings all the way from fully clear to dark (GEN S), and a lighter one that just holds a soft ruby wash all day regardless of light (Color Touch),  so you get some colour indoors as well as full protection outside without needing two separate pairs.

Jennie has previously described her approach to style as subtle rather than loud, saying “confidence… comes from feeling comfortable with yourself,” when the Ray-Ban partnership was first announced.This campaign built inhabits that philosophy entirely, centering around one of the most recognisable, least fussy silhouettes in eyewear rather.