Skip to main content

Persol Launches The New Icons Collection

Persol. You might not know the Italian luxury eyewear brand’s name by heart, but you’d certainly recognize its styles. Timeless, sophisticated and streamlined in that midcentury modern way, Persol sunglasses, particularly from the 1950 and 60s, had as much of that continental, je ne sais quoi quality about them as that sporty elegance channeled by the likes of Steve McQueen, who wore Persol’s 649 shades in “The Thomas Crown Affair” and turned it into one of the most desirable frames of all times. Even today vintage eyewear die-hards continue to seek out the iconic 649 and the 714, the first sunglass that could be folded in four to fit inside the breast pocket of a suit jacket.

Recommended Videos

PO3105S_Vert_350Thankfully, Persol continues to make these great shades, but what’s more, Persol is now offering updated versions of both, each lighter and sleeker in sunglass and now optic variations. It’s also reissuing the Cellor, first introduced in 1955 and named after its celluloid and gold tinted metal design. The new Cellor comes in sunglass and optic versions blending exclusive acetates in vintage colors and laser-engraved metals such as “Caffe” with green polarized lenses and a gold-colored bridge, “Terra di Siena” with green lenses and a gunmetal bridge, “Tabacco Virginia” with brown polarized lenses and a silver-colored bridge, and “Nero” with green and green polarized lenses with a silver-colored bridge. Each features Persol’s trademark mini supreme arrow on the temples and its “Meflecto” flex system, which allows glasses to adapt to any face shape.

In a fitting tribute to the series, Persol’s new campaign features the renowned photographer, music video director and filmmaker Stéphane Sednaoui (above). Comprising three self-portraits of the artist wearing the new Icons Collection, the campaign channels Persol’s philosophy of individual expression. Unveiling the campaign alongside his latest film project titled “Clues” in New York City recently, Sednaoui praised the brand’s uber cool collaborative approach, but later laughed, “I definitely like to be on the other side of the camera.”

Tim Yap
Former Digital Trends Contributor
Contributing writer Tim Yap was born in Kuala Lumpur and lived in Hong Kong, Singapore, Vancouver and Toronto prior to moving…
F1 legend Montoya gets fourth custom Rolex in rose gold
Swiss customizer creates fourth Montoya Daytona with Colombian flag-inspired dial
Juan Pablo Montoya Rolex Daytona

Juan Pablo Montoya's illustrious racing career has been captured in a new skeletonized Rolex Daytona in rose gold by customization specialist Artisans de Genève, marking the fourth collaboration between the Formula 1 legend and the Swiss workshop.
The Colombian racing icon competed for Williams from 2001 to 2004 and McLaren from 2005 to 2006, securing seven Grand Prix wins and multiple podium finishes during his F1 career. His success extended beyond Formula 1 to include race wins in the American NASCAR series, establishing him as one of motorsport's most versatile champions.
Montoya has worked with Artisans de Genève on a series of Daytona chronographs designed to highlight his most treasured racing memories. Previous editions in steel, platinum, and yellow gold have now led to this rose gold piece that features an openworked dial with subdials in the blue, yellow, and red of the Colombian flag.
The latest iteration introduces a forged carbon tachymeter bezel framed with rose gold for the first time in the series. This combination creates a striking contrast while maintaining the racing aesthetic that defines Montoya's custom timepieces.
The eye of a Formula 1 engineer has been applied to every detail of the watch, including the sandblasting of the chronograph hand to prevent glare during use. This attention to functional details reflects Montoya's professional racing background and his understanding of precision timing requirements.
The ref. 116505 Daytona's 4230 movement has been completely disassembled, with each component beveled, sandblasted, and polished by hand. Artisans de Genève has fitted a newly designed triangular rotor in 22-carat gold, which is displayed through an exhibition case back following current fashion for Rolex chronograph customizations.
"The more you look at it, the more you like it," Montoya commented on the finished timepiece, reflecting his satisfaction with the intricate craftsmanship and personal touches incorporated throughout the design.
The collaboration between Montoya and Artisans de Genève demonstrates the growing trend of personalized luxury timepieces that celebrate individual achievements and heritage. The incorporation of Colombian flag colors provides a patriotic element while the technical modifications reflect Montoya's professional racing standards.
This rose gold edition completes a comprehensive collection spanning multiple precious metals, each representing different phases of Montoya's racing career. The progression from steel through platinum, yellow gold, and now rose gold showcases the evolution of both the partnership and the customization techniques employed by Artisans de Genève.
The meticulous attention to engineering details, from anti-glare treatments to precision finishing, demonstrates how high-end watch customization can merge aesthetic appeal with functional performance requirements developed through professional motorsport experience.

Read more
JJJJound and PUMA drop two chic, dark suede Mostros
JJJJound and PUMA update the Mostro sneaker
puma x jjjjound sneakers

While the Mostro has become the star of Puma’s recent releases, it’s been hard to classify the sneaker as anything but a statement design. Made to be seen, the Mostro’s often chunky silhouette is far from the slim look of its competitor, Adidas’ Samba sneaker. However, in its newest release, Puma has partnered up with JJJJound for a new minimalist look that delivers a subdued design to this iconic silhouette. JJJJound is no stranger to remixing iconic shoes, having done so in the past with other iconic brands like ASICS and New Balance. True to their brand, JJJJound has introduced a new minimalist look for the Mostro, making it a versatile option for Puma footwear fans. 

JJJJound and Puma bring minimalism to the Mostro

Read more
Oliver Peoples and Alex Israel release charity eyewear for L.A. wildfire relief
Oliver Peoples and Alex Israel unite for Los Angeles
pairs of oliver peoples x alex israel

After devastating wildfires that plagued the Los Angeles area in January 2025, it didn’t take long for brands to jump in on the action. These wildfires, which burned over 180,000 acres according to Cal Fire, brought massive destruction and fatalities to the areas of Los Angeles, Orange County, Riverside, San Bernardino, and more. While the wildfires are long gone, residents of these locations are still reeling to get back on their feet. 

In response to the devastation, Oliver Peoples has collaborated with contemporary artist Alex Israel on a special edition of the brand’s Oliver Sun frames. To help aid victims, 100% of sales will be donated to the Steadfast LA Foundation’s Modular Housing Initiative, which is currently assisting underinsured residents in getting back on track in their communities. With an accompanying campaign featuring Miranda Kerr, DJ Diplo, and Eric Nam, this project highlights what makes Los Angeles a home to these artists. 

Read more