Bonjour de Paris
When we envisioned our Spring Summer 2025 campaign, Paris was the obvious choice. The city’s unparalleled charm and its timeless architecture with the aesthetic we wanted to bring to life. We shot the collection in the City of Light and turned our vision into reality.
Setting the Scene for Spring
The SS25 collection is all about the transition from winter to spring, mirroring nature’s transformation. And where better to capture this story than Paris? As winter’s chill lingers, Paris awakens with subtle signs of spring—budding flowers in the Jardin des Tuileries, the soft glow of sunlight reflecting on the Seine, and a renewed vibrancy in the city’s energy. This delicate interplay between seasons inspired our palette, which begins with earthy sand tones—a nod to grounding simplicity—and blossoms into pure whites, crisp blue denim, and an energizing pop of red. Red, the shade of the season, injects boldness and vitality, commanding attention while adding a dynamic element to any wardrobe.
The mood of Paris in spring aligns with the spirit of our collection: an elegant dance of contrasts. The city’s blend of historic charm and modern edge, its cobblestone streets paired with avant-garde fashion, provided the perfect backdrop for the story we wanted to tell. Whether strolling along the Champs-Élysées or tucked into a cozy corner café, Paris embodies the effortless sophistication that defines SS25.
A Dance of Romance and Boyish Charm
This collection thrives on dualities: feminine romance meets boyish charm, creating a harmonious tension. Boho embroideries and delicate florals pair effortlessly with sporty, preppy elements, redefining the concept of balance. Modern color blocking, innovative fabric fusions, and bold cut-and-sew denim push the boundaries of traditional styling. Tailoring evolves into a more relaxed and carefree realm, with silhouettes that feel as effortless as they are chic.
The Essence of SS25
Paris, with its charm, became the perfect backdrop for our SS25 campaign. The city’s contrasts mirrored those within the collection—romantic yet bold, effortless yet intentional. As spring’s first whispers tease the air, SS25 invites you to embrace the season’s dualities, and to simplify without compromising.
Explore the collection here.
