Framing the expressive passion that has always defined Persol design, the brand’s latest campaign explores the visionary creativity of three very real talents from the world of contemporary culture.
A story featuring everyday individuals who make the ordinary extraordinary, transforming intuition into the determination to create something revolutionary, Persol frames their visual narrative as it evolves through time. Looking to the future through the lens of the past, we follow as they navigate both known and unknown territories to discover The Drive, within. As authentic as the styles they wear, each talent brings unique character and qualities to the campaign, and although they are not models by profession, their distinctive looks add new generation allure to the iconic styles that profile their field of vision.
Always ready to capture life lived through the eyes and art of style, Persol pairs up with Swedish photographer and director Kalle Gustafsson to frame the exceptional qualities of those who see beyond the obvious.
And whether that means kicking up some dust with off-track racer, photographer, and film director Dimitri Coste, making time stand still with French actress and musician Soko, or inking its mark into the history of body art with celeb tattoo artist, Dr. Woo, when it comes to bringing iconic style into the present, the campaign doesn’t miss a beat.
Shooting in and around Los Angeles, Gustafsson tunes into the star-studded mood of the city where Hollywood meets the world, capturing the protagonists’ spontaneously cinematic style in three distinct locations. From the dusty neverland of the Californian desert to the urban angles of Roosevelt rooftop, he finds each talent’s natural habitat and delves deep into their visions of life, searching for what inspires them to create, and how Persol holds their gaze, effortlessly.
Each one unto their own, in Persol style.
Leaving his indelible mark on contemporary style, precision crafted art comes naturally to Dr. Woo. Born and raised in L.A., as the world’s most in-demand tattoo artist, known for ultra-fine, single- needle designs and singular style, Dr. Woo has transcended the world of body art to become a cultural phenomenon.
Riding from the Californian desert to Hollywood, for the Persol campaign Dimitri Coste tells
the story of Persol in a single glance. Always on the move, as both a photographer, motorcycle enthusiast and amateur racer, whether he’s playing on rough terrain or the world of fashion photography, the Paris-born photographer and film director lives to take the lesser-known route or find another way.
Soko is a French singer, songwriter, musician and actress known for her authentic and independent artistic output. Soko’s multi-faceted approach has opened up new possibilities within the music and film spaces for both her own career and the rising artists who follow in her path. Soko is currently in the studio recording her next record.
Shot in a light-filled Venice Beach studio, Soko’s appearance in the Persol Campaign exudes natural style, showcasing her spontaneous spirit with the irresistible allure of new generation icons.
