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February 20, 2015
Ray-Ban | 75th Anniversary Model "Ambermatic Limited Edition"
Ray-Ban
75th Anniversary Limited Edition
Introducing the "Ambermatic Limited Edition"
The "Ray-Ban Legends" communication campaign, created to commemorate the brand's 75th anniversary, received two Gold Lions awards at the 59th Cannes Lions International Festival of Creativity 2012. Now, a special collection, the "Ray-Ban Ambermatic 2012 Limited Edition," featuring the "Ambermatic Lens"—a special yellow, all-weather photochromic lens—on four Aviator styles that carry on the legendary heritage, will be released on Friday, July 13th.
Text by KAJII Makoto (OPENERS)
Four Aviator styles feature "Ambermatic 2012" engraving
Limited release at 5 stores hosting Ray-Ban Trunk Shows!
The history of Ray-Ban Aviator began in 1923 when U.S. Army Air Corps Lieutenant John Macready commissioned the development of sunglasses to protect pilots' eyes from the sun's glare and UV rays. After six years of development, the pilot sunglasses were completed, featuring the renowned Ray-Ban Green lenses in a teardrop shape, and were officially adopted by the U.S. Army Air Corps in 1930. Commercial sales began in 1936, and the brand was born the following year with the name that signifies the function of sunglasses themselves: Ray (light) Ban (block).
The "Ambermatic" lens used in the "Ambermatic Limited Edition," released today, was developed in 1974 and is characterized by its color density changing with light levels and weather. It shifts from a light amber hue on cloudy days to brown on sunny days, blocking glare and ensuring comfortable vision by adapting to the amount of light. On cold, sunny days, it changes to dark gray, offering excellent protection against direct and polarized light.
The four Aviator styles of the "Ambermatic Limited Edition," engraved with "Ambermatic 2012," will be exclusively available at five stores: Shibuya PariMiki, Shinjuku Wako, Poker Face Lumine Osaka, Aigan MOZO Wonder City (Nagoya), and Megane no San-Ai Shinsaibashi.
Seven photographs expressing the world of each era alongside Ray-Ban's iconic models
Ray-Ban's communication campaign "RAY-BAN LEGENDS" chronicles Ray-Ban's 75-year history and legendary moments by era.
The photographs, shot by photographer Mark Seliger in California, capture seven legendary moments. Each photo, re-shot to represent a decade, draws inspiration from unconventional individuals. Each character wears a Ray-Ban icon, with each photograph evoking its own story and capturing the essence of its era with faithful color.
Cannes Lions International Festival of Creativity 2012 JAPAN Site
http://www.canneslionsjapan.com/about/



