scott eastwood

The hallmark of an iconic brand is its ability to evolve while always remaining true to its fundamental roots. This is what distinguishes Persol’s 649 and Cellor models, cult design accessories with a unique Italian style, worn today as they were in the 1950s, by Hollywood stars – a testament to their status as unrivalled style icons.

Introducing ingenious volumes and unique design details, Persol’s Spring 2016 collection daringly reinvents these two models while retaining their authenticity .The new design updates the profile, which is now slim and lightweight, emphasizing the frame front, which is distinguished by the metal Victor Flex bridge.

To celebrate the reinvigoration of these two iconic frames, Persol introduces its ‘Meet the New Generation’ advertising campaign.

Manufacturing Process Pictures (4) Manufacturing Process Pictures (27)

Featuring Scott Eastwood, one of Hollywood’s brightest young actors, the campaign pays homage to Persol’s long standing connection to cinema, and celebrates its new generation of rising stars.

A third generation Californian, with roots in both Hawaii and the waterfront city of Monterey, 2016 is a big year for Eastwood, as he’ll star in several major releases, including Oliver Stone’s Snowden, David Ayer’s eagerly anticipated Suicide Squad, and Ben Affleck’s Live by Night.

The ‘Meet the New Generation’ campaign includes four separate still prints, three of which focus on the 649, and one on the new Persol Cellor. In each of the black and white images, photographed by celebrated French photographer Mathieu Cesar, Eastwood has been captured at work in a script read-through.

Clean, modern, and elegant, the images represent four stolen moments from behind the scenes, and in turn places Persol’s new frames exactly where they belong – at the crest of cinema’s new wave.
In addition to the print campaign, Eastwood also stars in a short black and white film, directed by New Zealand-born Australian film maker Andrew Dominik. In the film, we watch Eastwood work his way through a screen test, in which he effortlessly embodies different characters, each as unique and understated as the Persol frames he wears throughout. We are pleased to discover this new talent, who brightly embodies the new generation of Hollywood actors.

Meet Scott Eastwood. Meet the new generation.