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Factio Magazine's Spring 2008 Print Issue

Jack Perno, a Chicago-based Polaroid artist and fashion photographer is big on fantasy. With a client list that includes Oscar de la Renta, Hanes, TRESemme and Secret, and a refreshing, fantasy-like collection of personal works, there is no doubt that Perno’s experiences indicate a level of photographic expertise that is truly remarkable.

After winning a scholarship for illustration and drawing at Kansas City Art Institute, Perno made an abrupt decision to switch majors when he realized that his passion was in photography, and perhaps it had been there for many years before. “Polaroid was always something I played with, even as a kid. There was something that felt mystic about it. Genius plus magic equals Polaroid,” explained Jack Perno.

Despite Perno’s pursuit of photography, his talent in illustration and drawing never seems to have languished. His personal photographic works include visual representations and perceptions of illuminated portals, distressed wrinkles and cracked paint. Perno often creates such concepts by the use of hand processes and emulsion lifting, taking the power of photography beyond picture taking and establishing himself as an artist, first and foremost.

Perno, who has lived in Chicago all his life, divides his tasks between two categories: personal work and project-driven work, of which he distinguishes by an end-user. While each category remains distinct in his photographic pursuits, they are equally moving to him.

“The one common denominator that combines my personal work to my project-driven work is the element of beauty,” he said. “By beauty, I mean that there is some sort of encrypted beauty to it…even if you see suffering, toil or poverty, there’s something in the mind that brings beauty to it.”

In fact, Jack Perno not only creates this multi-dimensional perception of beauty, but he remains inspired by it in the works of others. “Truthfully, I have always felt an attraction to the students of the Art Institute of Chicago because I sense a free-spirited, anything-goes concept,” he said.

As far as fashion goes, it comes as no surprise that he loves the conceptual, imaginative works of Haute Couture designers, including Nicolas Ghesquière for Balenciaga and Alexander McQueen. “I love working with people who are driven by beauty and fashion, and the element of fantasy. In fashion, the rules are extremely flexible, if there are any whatsoever,” Perno said.

Perno’s projects have taken him all over the world, including India for the Oscar de la Renta Volupte fragrance campaign. And while he admits that a part of his heart lives in Paris, there is no chance this proud Chicagoan will ever leave the Midwest. Perno concludes,“All my pals are here, my family is here, my parking spot is here and my Bears tickets are here…. can you imagine a Bears fan in Paris?”
- Georgia Bistolaridis

"Neutral Territory" Credits: Photographer: Jack Perno, Fashion Stylist: Jesse Rodriguez, Model: Alyssa Riley @ Ford, Hair: Osmane for Kerastase, Make-up: Alfred Lester for Vincent Longo, Photo Assistant: J.J. Jetel, Cover: Degrade peasant pleated blouse $864
Christian Cota