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Zac Efron stars in the new Police campaign for the SS25 eyewear collection

The spotlight is on for the new Police campaign, launching the SS25 eyewear collection. Taking center stage is Zac Efron—acclaimed actor and producer—for De Rigo Group’s house brand.
In this new campaign, the Global Artist brings his acting prowess to the forefront, placing Police at the heart of the imagery. The result is a series of intimate and intensely powerful shots that redefine the concept of masculinity—freer and less stereotyped.  Exclusive, artistically crafted portraits captured by photographer Brian Bowen Smith,  who is renowned for his work with some of the most famous stars in cinema and leading fashion designers.

The campaign’s storyline revolves around audacity, a trait already embedded in Police’s DNA and reflected in its refined, iconic designs. This boldness is now interpreted and expressed through the multifaceted personality of Zac Efron.

Nurturing an impressive body of work that encompasses both film and television, Efron is one of Hollywood’s most sought-after talents. The actor has taken on a wide range of roles, initially becoming a household name with the launch of the Emmy Award-winning Disney Channel phenomenon High School Musical trilogy.  His career has since evolved, with standout performances in Hairspray (2007), 17 Again (2009), The Greatest Showman (2017) A Family Affair (2024) and in Sean Durkin’s critically acclaimed film, The Iron Claw.  That same year,  he received his very own star on the Hollywood Walk of Fame. Furthermore, in 2020, the actor produced and hosted the two-season Netflix docuseries Down to Earth, in which he traveled with entrepreneur Darin Olien to various countries around the world in search of sustainable lifestyles, a topic that is very close to his heart.

Authenticity and passion have been the cornerstones of Police’s success, transforming the brand into a global symbol of style and boldness. These values make Zac Efron the perfect ambassador to portray a new kind of man—one with a modern sense of masculinity, mindful of the environment, and capable of reinventing himself while staying true to who he is.  Before him, actors such as Bruce Willis, George Clooney, and Antonio Banderas, as well as sports figures like David Beckham, Neymar Jr., and Lewis Hamilton, have lent their likenesses to embody the contemporary Police man.

"We are thrilled to collaborate with Zac Efron, a truly talented and ever-evolving actor who perfectly embodies the style and image of Police," says Barbara De Rigo, Chief Marketing Officer of De Rigo. "This partnership is a fusion of the artist’s charisma and personality with Police’s strong and distinctive identity."

“I’ve always loved Police as a brand and it’s been an absolute pleasure working with them,” says Zac Efron. “I especially enjoyed getting to know the entire team throughout this experience.  They're a group of wildly talented people. I think we got some cool material — looking forward to seeing what people think!”