Hollywood – the starry heart of Los Angeles – may be home to the most A-list of glitterati, but for its latest campaign, Italian eyewear brand Persol explores a more underground side of the City of Angels.

Unveiled this spring, Persol, (derived from “per il sole’’ – “for the sun”) has teamed up with Swedish photographer and director Kalle Gustafsson to showcase LA-based creatives in new-season shades and frames: the city serves as the effortlessly cool, sundrenched backdrop for the campaign.

First we get a glimpse into the daily life of celebrity tattooist Dr Woo, who has inked the likes of Drake, Miley Cyrus and Zoë Kravitz. Born and raised in LA, Taiwanese- American Dr Woo (real name Brian Woo) is renowned for his delicate, ultra-fine black line inking. In the Persol spring/summer campaign, he wears a selection of new-season frames. One particular highlight is the new 3269S model, a pair of 1970s-inspired boxy sunglasses straight from the Persol archives with a distinctive geometric shape.

Persol also embraces its motor racing heritage with Paris-born, LA-based photographer and film director Dimitri Coste. Also an accomplished motorcyclist, Coste is captured both on the track and behind the camera lens, wearing Persol sunglasses and eyewear. The styles include the brand’s innovative New Protector PO2496SZ, a limited-edition motorsportinspired removable leather insert and bridge piece that shields the eyes. The vintage goggle-inspired design is an update from the Persol archives with modern Meflecto technology that allows the frame to adapt to the wearer’s face for a precise and high-comfort fit.

Another French-born creative profiled in the campaign is actor and musician Soko. The critically acclaimed singer-songwriter, who is renowned for her experimental and avant-garde performances, is photographed by Gustafsson in a light-filled Venice Beach studio wearing new Persol frames that showcase her spontaneous spirit.

persol.com