Just weeks after Ray-Ban named A$AP Rocky as its new creative director, eyewear brand Oakley is now following suit, appointing another renowned rapper, namely Travis Scott, as its first-ever “Chief Visionary.” Inking a multi-year partnership with Oakley, the Goosebumps singer will be entrusted with the development of the label’s visual language, amongst other tasks, in an effort to infuse the brand with a reinvigorated pulse.
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Sitting at the helm of a position never before seen at the company, Scott’s requirements reportedly “go far beyond creation— distilling emotion, perspective and vision into culture.” With both sides expected to work narrowly “to push the boundaries of design, innovation and cultural relevance,” each party will aim to build on their respective reach and influence to draw in fresh customers and position themselves in new market segments.
“Today marks a bold new chapter in Oakley’s history as we proudly welcome Travis Scott as our Chief Visionary— a title that speaks to creativity, belief, and purpose, to forge something that’s not only different— it’s defining,” Caio Amato, Global President of Oakley, said in a statement. “I’m inspired by what people think can’t be done. It’s about pushing culture and reworking ideas to see how far they can go,” the Houston-born rapper added. “Oakley’s design game is next level, and I had to be a part of that. We’re building something that blends legacy with the future — this is just the beginning,” he continued.
To celebrate this new creative chapter together, a co-designed poster pack, T-shirt, and hoodie have been released, and are available online on www.travisscott.com.
