Willo Peron was born in Montreal and is a creative director and designer who has led the cultural zeitgeist for the past twenty years, effectively inventing what is now Artist Creative Direction. In the early 2000s, he moved to California and founded Willo Perron and Associates where he launched shows and world tours for the likes of Kanye West, Jay- Z, Drake, and Rihanna while simultaneously Creative Directing fashion shows for Alexander Wang and Yeezy. His recent foray into furniture design with Knoll shows how versatile his skills are.