Hailing from Montreal, Canada, WilloPerron found his place in creative direction long before the term creative director existed. Growing up in what he calls the “DIY scene of Montreal” his adolescence was spent in the club scene organising underground events and producing flyers, eventually steering him towards opening retail stores. A multi-hyphenate creator known for thinking beyond typical constraints, he has created some of the most iconic design moments in pop culture.

Although Perron himself has intentionally avoided the press, his designs can hardly be overlooked. Responsible for the theatrics behind the ‘Aubrey and the Three Migos’ tour which presented some of his most boundary-breaking work, he transformed the stage into a basketball court and suspended a yellow Ferrari mid-air above the stage. JayZ’s 4:44 album art, the Yeezy headquarters in Calabasas, and Stussy store interiors are also a part of Perron’s impressive portfolio.

Lacking a formal education, Perron found his first big design break with American Apparel back in 2002. After creating the iconic American Apparel retail atmosphere, he briefly did work for Apple until he met KanyeWest in 2006. Forming an instant connection, Ye first asked Perron to clean up his wardrobe – the first of their creative work together. In 2008 he created the ‘Glow in the Dark’ visuals, the tour that triggered the 808s album, which he also had a strong hand in designing the art for. Ye, Virgil Abloh, and Perron directed the 808s album art in one night in Tokyo and formed an aesthetic for Ye’s melodic era - “The term creative director didn’t really exist at that point…that just happened naturally, and we worked on everything from styling his shows to any kind of collaboration he was doing. We spitballed and mood boarded.”

Creating during a moment when fashion, music, and art had a unique synergy, Perron became the trailblazer that built and amplified visual identities. Connecting different mediums – from graphics, to interior, to stage, and clothing, aesthetically evoking emotion has been what has set Perron’s process apart.