Ray-Ban and A$AP Rocky are set to officially unveil the Wayfarer Puffer and the campaign, the latest evolution of an icon, dropping globally on June 20. Bold, sculptural, and unapologetically fresh, this new design reimagines the iconic Wayfarer with Rocky’s disruptive vision — where hip-hop heritage collides with high fashion.
More than just a product drop, the Wayfarer Puffer is a cultural moment, inspired by the world of art, reinventing the iconic silhouette with bold imagination. The campaign blends art, fashion, culture, and the unstoppable vision of A$AP Rocky, shot in Rocky’s hometown of Harlem, NY. He street-cast locals and artists from the neighborhood that raised him with a result that is a raw, elevated portrait of personal style — where every frame tells a story.
“Introducing my first iteration of the classic Wayfarer style, I present to you the Puffer!”
– A$AP Rocky.
THE BUILDUP: FROM MET GALA TO CANNES
The Wayfarer Puffer made its first dramatic appearance at the 2025 Met Gala where Rocky stunned in a one-of-a-kind edition handcrafted in Italy, featuring an oversized 18kt gold logo, natural diamonds and gemstones, and diamond-set rivets—a custom creation that cemented the Puffer as a new symbol of elevated streetwear.
Later, the style debuted in Europe during the Cannes Film Festival, where Rocky hosted an exclusive yacht party. Worn by tastemakers and artists alike, the Wayfarer Puffer—now in vibrant bold colors like red, white, yellow, and pink—proved it’s not just a statement piece; it’s the must-have frame of the summer.
(By Shivansh Shetye)