In a game-changing twist for fashion and performance eyewear, Oakley has appointed Travis Scott as the company’s first-ever Chief Visionary. The long-term creative partnership was made official on June 23, 2025 and represents the launch of a dynamic new chapter for the brand and an ongoing commitment for Scott to play a key role in the collaborative future of eyewear, apparel and creative partnerships for Oakley.
The relationship between Oakley and Scott has taken a long time to develop. As a rapper and fashion maven with a penchant for distinct eyewear, the Grammy-winner wore Oakley frames throughout his “Circus Maximus” tour, making the collaboration an organic match given its bold designs. With Scott assuming this new position, that relationship gels further and bakes Scott into Oakley’s overall creative direction.
As the brand’s new Chief Visionary, Scott will be responsible for more than just the look of the glasses. He will also be helping steer the brand’s strategy in various categories, including apparel and more expansive creative projects. Oakley is already a leader in eyewear design and technology, and with Scott enjoying the freedom to continue breaking new ground with his designs, all who have been part of the Oakley portfolio for 25 years can look forward to a thrilling future. Anticipate other creations that mix sportswear with streetwear culture while interjecting nods to Scott’s dystopian style signatures.
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One of the best things about this collaboration is Scott’s lifestyle fingerprint on Oakley’s existing catalog. He will reimagine and redesign some of their most iconic pieces, giving them a new twist and futuristic silhouettes. His attention to tech-forward, avant-garde designs that seamlessly blend functionality with an unapologetically bold, statement-making aesthetic is set to shift our perceptions around what performance-driven eyewear can and should be.
In honor of this historic team, Oakley and Scott launched its limited “Day Zero” capsule, which is only sold on Scott’s site. The selection, which is a limited-edition drop, will feature apparel and posters with images that preview the direction of this team-up. With a moody aesthetic, intense design elements, and cinematic visuals, the capsule offers fans a taste of the creative magic they can expect.
With Travis Scott leading Oakley’s creative eye, the brand is bound to take the fashion and sports MUVA game by storm. Oakley is looking to build on its legendary story of inspiration, combining its future vision with MotoGP and Aero adaptation. Nothing could and should happen in and beyond this collection. There’s no question the future is bright as Scott’s influence pushes Oakley to the next level.
