The new "Reverse" collection launched by Ray-Ban challenges traditions, revolutionizing the very concept of lens, which goes from concave to convex in exclusive models.

Composed of four iconic silhouettes with universal ergonomic frame, the eyewear collection includes the Aviator, Wayfarer, Caravan and Boyfriend Reverse models, able to enhance every form of sight and gently follow the curves of the cheekbone.

The lens with an innovative and impossible shape gives a design that optimizes its refractive, astigmatic, prismatic and resolution powers, also reducing reflections at wavelengths by up to 70%, thanks to an anti-reflection treatment. The innovative production technology therefore allows the transition from concave to convex without in any way sacrificing optical precision.

The choice of materials, always with an eye to the environment, is made up of a range of alternative types, including bio-nylon1 for the lenses, with a bio-based carbon content of 41%, and bio-acetate for the frames, with 67% bio-based carbon, as well as using 100% recycled materials for packaging, certificate and cloth.

The collection, which has as the face of the campaign the Italian supermodel Vittoria Cernetti, is already available for pre-order, and will be purchasable from 19 June in all Ray-Ban stores and on the brand’s website, as well as from the 15th of the month through the wholesale channels owned and operated by EssilorLuxottica.