“Why would we do what we do halfway?” With their symbiotic creative partnership, Paris-based creative director, photographer, co-founder, and editor-in-chief, Ezra Petronio, along with his talented creative and life partner, Lana Petrusevych have been at the forefront of fashion’s favorite images in publications Self Service, Go&See Magazine, and their agencies, Petronio Associates and Content Matters. As the consummate creative, Petronio has been known for his game-changing contributions to the world of fashion and media with his distinct branding signature and lauded, hardcover tome Self Service that he has visually contributed to and led for almost 30 years. Petrusevych, known for her unique 360° approach to visually evocative, high-concept work, has garnered attention through their impressive portfolio of impactful advertising campaigns with Alaïa, Lanvin, Gucci, and Zara. Together, this creative powerhouse is the force behind Content Matters, the collaborative project that fuses their unique perspectives on content, digital marketing and brand storytelling into a unified, influential vision. Models.com spoke to the duo about how their joint partnership embodies their shared commitment to creativity, their capacity to constructively challenge each other, and the desire to continuously push their collaborative dynamic.