At the end of May 2014, Ray-Ban sent the new campaign photos of the 'Never Hide'-campaign, photographed by Mark Seliger after the (partly ironic) stories by Erik Vervroegen. The campaign was shot already last year through summer on locations in Los Angeles and New York. Fashionoffice selected two of in sum eight motifs which reference each the qualities of the eyewear under the motto 'What You're Made Of' such as 'Cuts Like Steel' which shows a policeman with the signature 'Aviator'-sunglasses (photo below) or 'Resistant As Aluminum' for the 'Clubmaster Optical' corrective eyewear with the picture of a woman in a train (image right). The print campaign is accompanied by the online invitation 'The Order of Never Hide' on the label's website. Aspiring order members can prove with photos from what material they are made of.




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