Ray-Ban Wayfarers may be a hipster staple, but much like former subculture favorites Clarks and trucker hats, their popularity has little to do with advertising.
Now, as the scenester set moves on to cat eyes and Moscots, Ray-Ban seems determined to maintain what was an unexpected spike in sales.
Last week, the company–a subsidiary of the Luxottica Group–dropped a major campaign for the sunnies style right into a few of New York’s major subway stations. Four prominent print makers, including Matt Moore and Aesthetic Apparatus, designed posters inspired by new Wayfarer patterns for the initiative. They look good. But will they help to sell more sunglasses? Who knows.