Oakley appoints Travis Scott as Chief Visionary: a new creative direction for eyewear
The artist and the brand launch a strategic partnership to redefine the future of eyewear and outdoor style.
Oakley has announced the appointment of Travis Scott as its first-ever Chief Visionary, marking the beginning of a multi-year partnership aimed at pushing the boundaries of eyewear and lifestyle design.
The announcement follows years of organic synergy between the globally renowned artist and the California-based brand. Travis Scott has already turned several Oakley models into style icons, incorporating them into his world tours and public appearances—bringing high-performance eyewear back to the forefront of street and fashion culture.
Eyewear at the Intersection of Heritage and Innovation
At the heart of this collaboration is a shared goal: ushering sport-performance eyewear into a new era where technology and style meet cultural aesthetics. With over 50 years of heritage in high-performance optics, Oakley now sets its sights on a visionary path that blends product functionality with radical imagination.
Travis Scott, supported by his creative team Cactus Jack, will play an active role—not just as a figurehead but as a hands-on contributor in the development of new eyewear models. He will reinterpret Oakley icons with a contemporary edge and help create original collections. The design language will draw from his signature aesthetic—futuristic, post-apocalyptic, and urban.
A New Vision for Oakley Eyewear
According to Caio Amato, Oakley’s Global President, Travis Scott’s appointment signals “a bold and visionary new era” in which eyewear becomes not only a technical tool but also a cultural and expressive medium. The brand aims to “make the impossible inevitable” while remaining true to its core values of innovation, performance, and experimental design.
“I’m fascinated by everything others think is out of reach,” said Travis Scott. “Oakley’s design is always one step ahead—being part of this project felt natural. We’re creating something that blends the past and the future.” His statement highlights a commitment to merging Oakley’s technical heritage with a forward-looking creative approach.
Launch of the Day Zero Capsule
The partnership kicks off with a limited-edition capsule collection: Day Zero. Available now on Travis Scott's website, the drop includes a collectible poster set and two exclusive apparel pieces that offer a first glimpse of what’s to come—where eyewear remains a central, driving element.