ASAP Rocky unveiled a striking new Ray-Ban campaign featuring Nas that pays homage to the legendary 1998 film, Belly, directed by Hype Williams.
The campaign launched on February 19 alongside Rocky’s Metal Collection, showcasing both rappers sporting signature eyewear styles that echo the movie’s iconic restaurant scenes where characters donned sunglasses throughout memorable dining moments. Rocky’s role as Ray-Ban’s first-ever creative director brings a fresh perspective to the eyewear brand’s marketing approach, blending Hip-Hop culture with high-fashion sensibilities. The Metal Collection features optical styles and sun frames priced between $202 and $249, targeting consumers who appreciate both luxury craftsmanship and street credibility that Rocky consistently represents.
This personal touch connects the campaign’s Harlem setting with authentic relationships that define Hip-Hop’s collaborative spirit. The Belly inspiration is particularly fitting given the film’s status as a visual masterpiece. Hype Williams’ directorial vision transformed simple restaurant scenes into cinematic gold, establishing aesthetic standards that continue influencing fashion and music video production decades later.