Paris-based art directors Ezra Petronio and Suzanne Koller co-founded Petronio Associates, a leading creative agency focused on the fashion and beauty industries, in 1993. They have done brand identity, packaging, digital and television work for clients including Chloé, Saint Laurent , Prada, Miu Miu , Comme des Garçons Parfums, Louis Vuitton , Chanel, Jil Sander , Repossi, Nina Ricci and others. The duo also publish biannual fashion magazine Self Service , at which Petronio serves as editor-in-chief and creative director and Koller was the fashion director. Petronio is also the founder of the digital brand agency, Content Matters.
Born in New York, Petronio ventured to Paris where he grew up, yet eventually returned to his native city to pursue a degree in Communication and Design at the Parson's School of Design. As the editor of the Parson's paper, Petronio developed a love for magazines early, completing a short stint at Interview Magazine, before moving back to France. At the time, Suzanne Koller, born in Vienna, studied graphic design in Geneva, with plans to work in advertising. By 1992, the graduate interned at Elle and French Glamour in Paris for a year, during which she met Ezra Petronio. In 1993, the pair opened the Paris-based Petronio Associates, followed by Self Service a year later. Petronio credits the launch of their magazine with the then married couple's joint desire to bridge the gap between emerging creative voices and the conservative cultural establishment in the french fashion scene at the time. The earliest issues gave the likes of the burgeoning Daft Punk, Frédéric Sanchez and Nicolas Ghesquière a platform.
In 2014, Koller left Self Service for a stint at the French Vogue as its fashion director. When Koller left french Vogue three years later, she joined the french daily Le Monde's M Magazine taking up the same position. In 2019, Koller collaborated with A.P.C's founder Jean Touitou to launch a capsule collection for the french ready-to-wear brand.
Petronio stepped into his role as a photographer shooting portraits for Self Service himself, eventually shooting for publications such as the Love Magazine, WSJ, Porter and the Japanese, Chinese and Spanish editions of Vogue in the years to come. In 2019, Self Service celebrated its 25th anniversary with its 50th issue and a 100-portrait series shot by Petronio. In April that year, Petronio also staged an exhibition titled "Self Service Twenty Five Years of Fashion, People and Ideas Reconsidered" at the Dallas Contemporary space, following his first polaroid photography exhibition at the venue in 2012.