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It's Ray-Ban's 75th Anniversary

This year, iconic eyewear brand Ray-Ban is celebrating its 75th anniversary—with both a celebratory capsule of golden-toned aviator sunglasses and a heritage-focused campaign.

Inspired by Ray-Ban's early eyewear styles from 1937, the Ambermatic collection includes four aviators finished with light-sensitive yellow lenses that darken in the sunlight (yes, like Transitions!). Our personal favorite? The "shooter," with comes with a tiny circle under the top bar that was originally meant to hold a gunman's cigarette while he was hunting—kind of like the eyewear industry's answer to the penny loafer. The shades will retail for $219, hitting Sunglass Hut, Henri Bendel and various department stores next month.

Also coinciding with Ray-Ban's 75th, the company is unveiling its new "Legends" ad campaign, which revives the brand's "Never Hide" slogan with seven images that celebrate historic cultural moments from the past seven decades, from marriage equality to the Swinging Sixties.

Ray-Ban is even releasing Legends: Untold Stories, a limited-edition book for its VIP clients. It's comprised of rare images of the company's most famous fans, including Amelia Earhart, James Dean and Michael Jackson. The tome will even feature personal essays from the likes of Iggy Pop and Pharrell. Now that's a fan base worth celebrating.

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