"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