Photography: Lucza Brewer.

Soft Launch is our ode to slow mornings. Giving yourself a moment, before the rush to get things done, before the noise. We’re not in a hurry. Our days are filled to the brim with activity; a constant flow of never-ending projects and plans. In a world that moves fast, we’re choosing not to. We’re choosing an active presence. We unconsciously go about our day, forgetting to appreciate the small things that we often take for granted. There’s a calm assurance to slowing down in the time of instant gratification and a go, go, go mentality. 

In a culture built on accepting what is in front of you, Soft Launch proffers an alternative. To question. To look closer. To ask why something exists the way it does, and where it comes from. Give yourself the time to challenge what you think you already know because there is an art to questioning. This campaign is about that pause. A return to intention, where everything we wear is considered, conscious, and deliberate.

Ella in the Olivia pointelle top by Kimi. 

Photography: Lucza Brewer 

Photography: Lucza Brewer Photography: Lucza Brewer