Beneath the South of France solar, Persol has it made within the shades. The Italian sun shades model is partnering with PR maven Albane Cleret’s Terrasse by Albane, the pop-up sizzling spot in the course of the movie pageant, to bolster its ties with the film world.
This connection isn’t a latest branding effort, however reasonably a storied relationship stretching again a long time.
“It’s a model that in its heritage has all the time been affiliated with cinema, ranging from the very early levels,” stated Persol’s world model director Jarvis Macchi. The model was formally launched in 1938 combining two Italian phrases that means “for the solar.”
He reels off legendary appears to be like from classics together with Marcelo Mastroianni in “Divorce Italian Fashion,” Steve McQueen in “The Thomas Crown Affair,” Daniel Craig in “On line casino Royale,” to the very fashionable Zendaya in final 12 months’s “Challengers.”
“Sun shades in cinema could be actually a part of a personality and outline the character,” Macchi stated, emphasizing that the model’s relationship with movie is natural via costume designers and stylists and never paid product placement.
It’s the model’s second 12 months on the rooftop, and the Cannes technique has paid off: Richard Gere and Zoe Saldaña each wore Persol shades to the photograph calls for his or her movies finally 12 months’s pageant. The model additionally sponsored the after get together for “L’amour Ouf,” with Adèle Exarchopoulos, François Civil and Vincent Lacoste.
As onerous because it typically could also be for equipment to face out on the purple carpet, Macchi asserts that’s what makes Persol the right match.
“We now have the design, the place it’s essential to face out and be recognizable,” he stated, highlighting the model’s distinctive but refined silver arrow on the aspect. No massive logos right here. “Our brand is within the product. It’s our distinctive signal. So we’re good for the purple carpet, to not exhibit our model, however to be recognizable for the individuals who know. When you realize you realize.”
Richard Gere sporting Persol sun shades in Cannes.
Getty Pictures
Craftsmanship is a key a part of this authenticity, with each pair handmade in Italy. “We name it Italian maestria,” Macchi defined.
The rooftop has additionally been a platform for the model to supply one thing distinctive and unique to purchasers. Whereas Persol has been increasing its personal retailer footprint with stand-alone boutiques in Los Angeles, Milan and New York, it’s carried at retailers together with Le Bon Marché, John Lewis and Nordstrom.
The EssilorLuxottica-owned model brings its “high wholesale purchasers” from core markets like “Italy, France and the U.S.” to Cannes to expertise the movie pageant. Shoppers obtain tickets to premieres and may stroll the purple carpet.
Although Persol has no plans to fund movie productions, the model stays dedicated to working “in an genuine means.”
“We desire to associate as friends. If some actual connection occurs, then we are able to discuss some initiatives collectively,” Macchi stated, leaving the door open.
The brand new Steve McQueen version devoted to “The Thomas Crown Affair.”
Courtesy Persol
The centerpiece this 12 months is the launch of a brand new Persol 714 Steve McQueen version.
It’s the most recent within the sequence launched in 2019. This time the type is devoted to “The Thomas Crown Affair,” which faithfully recreates the colour of the lenses and the colour of the acetate the McQueen wore within the authentic 1968 movie. The 12 months of the movie is engraved on the within temple of the glasses as a particular nod.
The model continues to broaden its ties with actors, and this 12 months Persol may also carry model ambassador, Italian actor Pierfrancesco Favino, Angelina Jolie’s costar in “Maria,” to Cannes for a non-public lunch.
“We really feel at house” in Cannes, in addition to working with Albane. “The backstage of the pageant is typically extra attention-grabbing than the movies,” Macchi stated.
By way of the Terrasse by Albane, Persol hosts their visitors with one of the vital gorgeous views of the bay. “It’s a pleasant spot the place all of the individuals from the business cross by…exterior of the crowds, however [with] the within crowd,” Macchi stated.
