For more than a century, Persol has been manufacturing sunglasses and optical frames with artisanal Italian craftsmanship at its heart. Although the luxury eyewear brand is one of the oldest in the world, its main aim is to stay modern – exactly what it presents in its new campaign. 

Featuring a diverse cast of characters, the idea is to champion self-confidence and independence. The images each present new characters putting on bold faces next to close-ups of the latest season of eyewear on coloured backgrounds. Alongside the images, everyday idioms have also been hijacked – “fortune favours the lucky”, “make stuff not sense”, “what you see is not what you get”, and “better late than early” as the brand’s tongue-in-cheek way of celebrating independence. 

Keeping Persol’s love for quality in mind, each iconic frame from the new collection has been reworked in a contemporary style fitting every kind of personality – just like the campaign images show. So basically, there’s something for everyone.