RUSH HOUR | THE CREATION

Step behind the lens of our AW26 Rush Hour campaign and see the city come to life. From first light to golden hour, our team captured the rhythm, movement, and quiet confidence of urban life. Streets become runways, corners become stages, and the city itself pulses with energy.

ABOVE : RUSH HOUR MOOD BOARD

The collection is inspired by the women of the city - their effortless style, their movement between work, life, and everything in between. 

Every frame highlights textures, silhouettes, and details that move with them - soft drapes, structured lines, and the subtle hardware that completes each look. Rush Hour celebrates the modern city and the women who define it, where style exists naturally in motion and in everyday moments.

On set, there was a constant interplay of planned choreography and spontaneous moments. Models moved with the ease and confidence the collection is designed to evoke, while our creative team adjusted angles, lighting, and framing to capture the essence of movement. The result is a campaign that feels alive, fluid, and distinctly modern - a reflection of the collection’s ability to move seamlessly through life’s different rhythms.

MORE BTS COMING SOON.