Historical Police brand is 25
The Police brand celebrated its 25 years at Cinecittà in Rome with a party and show on the set of 'Gangs of New York', a gala and the presentation of the new commercial featuring Antonio Banderas.
The numerous VIPs included Prince Emanuele Filiberto, Paolo Brosio, Ascanio, and Katia of Big Brother fame.
The Police brand was created in 1983 on the wave of the social and market trend of the time. The Eighties was in fact the period when glasses were changing from being purely functional objects and were entering the world of fashion as an accessory that inspired and indulged styles and trends, an expression of the wearer's personality.
Since the 1980s, the famous brand has contributed to the transformation of sunglasses from simple accessories to fashion accessories and its testimonials have included:
Bruce Willis: dynamic, extrovert, explosive, charming. The testimonial from 1999 to 2001, he was photographed in Philadelphia by Uli Weber. He wore the blue lenses.
George Clooney: outgoing, elegant, mischievously beguiling, intelligent and charismatic, the testimonial for 2002 and 2003. The photographs by Carlo Miari Fulcis conveyed a new kind of man; less aggressive, more mature.
David Beckham: charismatic and appealing, he first appeared as the testimonial in 2004, but he had been contacted for many years previously for campaigns in the UK and Japan. David Beckham was in such 'symbiosis' with the brand that he was the inspirer of the Police style until 2006. With three subjects, the advertising campaign appeared in the press, on posters and in communication initiatives in cinemas and clubs. David Beckham represented a free and unconventional lifestyle.
Antonio Banderas: 2007 is the year of Banderas and passion. With him, Police have acquired the irresistible fascination of a passionate and charming Latin lover with a strong, decisive personality. Banderas is the star of an advertising campaign in which his intriguing, irresistible character is enhanced to such an extent that he manages to bewitch women as well as men.
Police has gone from being an eyewear brand to one that creates an all-round lifestyle. 1997 saw the arrival of spicy Police fragrances and packaging with a gothic design.
Police Time watches appeared on the market in 2003 and 2005 was the turn of a collection of jewelry. Both were distinguished by modern shapes and an innovative combination of materials: colored silver, polished or satin-finish steel, crystal, leather. Gothic-inspired bracelets and pendants, and crucifixes that were more than just a style, they were an expression of conceptual value.
Also in 2007, a Police license agreement was signed for small articles in leather, such as wallets, belts, document holders and trolleys.
