"The First" is a campaign that captures the emotions and memories tied to life's significant "firsts".

We all remember our "firsts"-those defining experiences that stay with us forever: the first crush, the first luxury bag or the first trip with friends

Through this campaign, we celebrate these milestones by highlighting the feelings and importance of these memories

"The First" unfolds this story across spring.

Cherry Crush

First Bag

Coming soon March 24th

First Trip

Coming soon June 2nd