The New Persol Generation

As eyewear brand Persol launches its new collection, PORT presents the UK premiere of a short film featuring emerging actor Scott Eastwood

Novelty is key in fashion and stagnation is its biggest enemy. New people, products and collections are constantly introduced and it’s that energy and attitude that rule the shelves. If you can link this innovation to a classic product or iconic person, while presenting a newness that people recognise, then you might just be on to a winner.

So it goes for sunglasses as for actors, and that’s why Scott Eastwood – son of Clint – is the new face of Italian sunglass experts Persol.

Scott Eastwood, behind the scenes of the Persol film
Scott Eastwood, behind the scenes of the Persol film

Synonymous with Italian style, the famous ‘sprezzatura’ – meaning a studied nonchalance – the campaign serves to emphasise Persol’s longstanding relationship with cinema. Steve McQueen’s appearance in 1968’s The Thomas Crown Affairbeing a prime example of this, where the iconic American actor sported a pair of yellow framed, blue-lensed 714s.

Persol_Scott Eastwood_Behind the Scene Pictures (20)

Directed by Andrew Dominik, the short film highlights Persol’s interest in the next generation of rising stars, like Scott, who have become the brand’s new icons (Clint’s youngest son is set to star in the upcoming ‘Snowden’ biopic and the superhero action/thriller Suicide Squad).