Iconic sunglasses label Ray-Ban celebrates its 80th anniversary this year. And with the launch of its 2017 campaign, the brand taps photographer Steven Klein to shoot the advertisements. Models get photographed in diverse scenes ranging from open convertibles to the outside of clubs.

Klein shot the models in classics that have become part of Ray-Ban’s history, like the Aviators, the Clubmaster, the re-launched General, the Wayfarer, and new styles like the Ja-Jo, Blaze, and Dean.

“The campaign is about diversity and individualism,” said Klein in a press statement. “The whole concept of the campaign is based on creating a world where people are leaving one world, entering another world based on the idea of never looking back. One of the great things about doing this campaign was that it felt authentic in the sense that whoever wears Ray-Ban takes on their own identity and the glasses do not wear them.”

Related: Tom Ford | Spring Summer 2017 Ad Campaign

Courtesy of Ray-Ban

🎥 The General Steps Up 🎥