Persol:27 APR 25/6/09 08:42 Page 131
trends in fashion or culture. Consumers loyal to our Art is the most recent iteration of that goal; Persol also
brand aren’t seeking the next hot style. They choose partners with the International Venice Film Festival to
Persol for its quality, and seek looks that are timeless.” present the Persol Style Award to a winning director
That timeless quality is due for a look back, even at each event, as well as being “the personal and spon-
as the brand continues to fly forward, and this year taneous choice of many unforgettable celebrities since
has seen the inaugural INCOGNITO exhibit, a design its origins.” The core Persol customer, he says, “is the
exhibition created by Persol to celebrate and narrate sophisticated and expert man in-the-know, who ap-
Persol’s heritage, innovations, design aesthetics and preciates hand-crafted design and high quality brands.
involvement in cinema. Ever since the sunglasses’ As the brand grows, we have expanded the collections
screen debut, movie stars and celebrities around the to include more sophisticated feminine styles and
world have chosen Persol, and the exhibit represents thereby have seen an increase in female clientele.”
a push to celebrate those who have kept it in the pub- While the collections may have changed to reflect
lic eye. the growing interest of new customers, at the heart and
“New York is actually the third stop of INCOG- soul of the brand their pride in innovation and high-
NITO, the first was in Milan at Design epicenter LA quality products remain the same. Persol is not just a
TRIENNALE in 2006 and at Palais de Tokyo in Paris product, it is also symbol of a lifestyle, glamorous and
in 2008,” says d’Angelantonio. The exhibition, which free, shooting all across the globe and through the
opens this June at the Whitney Museum of American heavens, into an inimitably stylish future. square6
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