Sois Toi-Même

Our upcoming campaign, “Sois Toi-Même” — meaning “Be Yourself” — goes live mid-October 2025. After more than a year of crafting and perfecting our RTW collection, we’re proud to present pieces that embody quality, individuality, and self-expression.

A Storytelling Campaign 

With this campaign, our goal was not only to present our latest collection, but to convey a deeper message: Sois Toi-Même — Be Yourself.

We all tend to overthink, imagining the worst before it even happens. Yet London, a vibrant melting pot of cultures and communities, constantly reminds us of the beauty in diversity. It’s through these shared spaces that we realise our differences are what connect us — that at our core, we all want and fear the same things.

This was our most audacious campaign to date. All visuals — both video and photography — were captured at an exclusive members’ club tucked away in Central London. The building’s history spans over seven centuries, having hosted countless notable figures, including the late Queen Elizabeth II, King Charles III, and, more recently, Lord Alan Sugar. As a proudly British brand, it was an honor to shoot in a location so deeply rooted in our nation’s heritage.

This project came to life through the incredible teamwork of our production crew, MUA, assistants, models, and Creative Director — all working in perfect harmony. We’re truly grateful to everyone who played a part in making this vision a reality.