AlUla, KSA – Ray-Ban has concluded its principal sponsorship of AZIMUTH, the electrifying music, art, and culture festival held amidst the stunning desert landscape of AlUla. The iconic eyewear brand styled the weekend, which ran from September 25 to 26, 2025, bringing its signature blend of music and fashion to the Thanaya venue.

The Ray-Ban stage was the center of the action, welcoming an incredible lineup of local and international talent. Artists included Akladios, Bedouin Burger, BRQ, Chiati, Hifi, Nesta, Nic Merheb, Priss, Tala Mortada, Vinyl Mode, and Zeina. Global superstars and regional favorites alike performed across two unforgettable nights, each artist styling their favorite Ray-Ban frames as they delivered their sets under the open desert sky.

Beyond the music, Ray-Ban actively framed the AZIMUTH experience with mesmerizing installations across the site. Festival-goers discovered the colossal Wayfarer Puffer in the signature Ray-Ban red, creating a striking visual centerpiece and a prime spot for photos. Fun, freestanding mirrors were also placed throughout the venue, encouraging attendees to check their festival looks and iconic Ray-Ban styles.

Synonymous with the world of music, Ray-Ban frames have been worn by the most iconic artists throughout the decades, from rock legends to modern-day pop stars. This exciting sponsorship in the Kingdom of Saudi Arabia demonstrates the brand’s enduring cultural cachet, which effortlessly transcends borders and generations. By linking its name to a globally recognized cultural event in AlUla, Ray-Ban reinforces its commitment to supporting creativity and lifestyle within the Kingdom’s dynamic and rapidly growing entertainment sector.

The successful collaboration with AZIMUTH solidified Ray-Ban’s position not only as a leading eyewear brand but also as a key patron of contemporary music and cultural convergence in the Middle East.