Ray-Ban international will be in Malta this week to initiate followers into The Order of Never Hide at the Isle of MTV concert at the Granaries in Floriana on 25 June.

The company will be setting up a lodge close to the Isle of MTV stage where hair stylist Dean Gera will be offering initiation haircuts as part of the Never Hide experience.

Anyone who registers at the lodge becomes part of The Order of Never Hide, a clan of likeminded, expressive individuals who take pride in their individuality, and are therefore given a token of membership: access to a specially-designed Ray-Ban mixtape.

Those with the highest degree of the Never Hide spirit will get a bold haircut that will seal their membership within the Order, which may win them a Ray-Ban gift pack, if they are willing to be daring enough.

Being part of the Order ultimately provides members with an experience that celebrates Ray-Ban’s Never Hide spirit, the idea of being comfortable in one’s own skin.

The Order of Never Hide is a viral worldwide campaign which requires participants to complete a set of tasks on the official Ray-Ban website, each relating to materials that the new Ray-Ban collection is made of, such as camouflage, leather and velvet.

The Maltese edition of the Never Hide campaign, which was brought to the island by Class Optical, Ray-Ban’s official representatives in Malta, builds on the same themes originally pioneered at the South by South West Festival in Austin, Texas, and later extended to Spain and Germany.

For more information about The Order of Never Hide, follow this link to the official page: http://www.ray-ban.com/malta/orderofneverhide/home.

Isle of MTV is a free concert held annually in Malta and will this year feature Enrique Iglesias, Nicole Scherzinger, Kiesza, Dizzee Rascal and DJ Hardwell.

Ray-Ban’s official outlets in Malta can be located through www.eyewear.com.mt.