Disclaimer: Ray-Ban own the rights to all content, images and design of this email. The above email has been featured on Email Love because I (Andy King) think it is a great reference to apparel and ecommerce email design. So things don’t get messy on the email author’s end: I’ve stripped out all the email tracking pixels, campaign links and hosting all the images myself. Read more Email Love legal information.
Email Inspiration from Ray-Ban
Ray-Ban launches a Star Wars collaboration that leans hard into cinematic theming with an animated GIF hero and clear light-versus-dark narrative structure. We appreciate the segmented CTAs that guide users to specific frame styles (Wayfarer vs. Balorama) rather than one generic shop button. The repeated white-button-on-black and outlined ghost-button pattern creates clear visual hierarchy throughout the scroll. Character-specific copy like “May the Force be with you” and “Embrace the dark side” adds personality without feeling forced. The packaging detail near the end shows thoughtful product storytelling beyond just sunglasses.
