Behind the scenes of a journey shaped across continents Chapter 01: The Departure We Dreamt Of
Our latest campaign began with a mood. The idea of slipping away, dressing up for no one but the moment, and romanticising the in-between. We kept coming back to one question: what does luxury feel like when no one’s watching? That’s how First Class was born - a story set in motion, quite literally. References were layered, fabrics were touched, and silhouettes were tested. Lace had to feel like memory, prints had to echo nostalgia, and every look had to belong to a moment - not just a frame.
Chapter 02: A Journey Assembled Borders
To bring First Class to life, we brought together a collective that spanned far beyond one city. Creative minds, stylists, production, and talent came together from France, London, Russia, the Netherlands, and beyond. Different perspectives, one shared vision.
Chapter 03: Oh Vienna, Yes Vienna!
Old-world charm? Yes. Vienna offered the stillness we were searching for - romantic, understated and effortlessly cinematic. But it was the train that defined everything. We shot aboard the Majestic Imperator - a restored vintage carriage where every detail, from polished wood panels to ambient lighting, felt intentionally preserved. It wasn’t just a setting; it was an experience in motion. The narrow corridors, intimate cabins, the way the light shifted through each window — it shaped how we moved, how we styled, how we captured.
Chapter 04: The Art Of Arrival
On camera, the platform feels still. In reality, it was anything but. Trains don’t wait, and neither does the light, so every detail had to land quickly. It was constant resets - a hem fixed, hair caught by the wind, and redone in seconds. The team moved nonstop, keeping everything together in the motion. And then, suddenly, it clicked. Was it exhausting? Beyond. Exciting? Absolutely.
Chapter 05: Now Boarding: The Train Journey
Two girls, a full wardrobe, accessories, cameras, lighting setups, trays of Viennese cakes, champagne glasses — and a team moving with precision. But something shifted the moment the girls stepped in. It became real. They weren’t just models anymore - they were living the journey. Sitting by the window, laughing over nothing, adjusting their outfits mid-motion, taking photographs of each other like memories they didn’t want to forget. That’s the thing about behind-the-scenes - no perfection, just presence.
Chapter 06: Seated, Served & In Motion
As we moved into the dining area, everything softened. Viennese cakes placed, champagne poured and re-poured, conversations half-held, half-lost to movement - every moment felt effortlessly authentic. Every look in First Class was designed to belong somewhere in the journey.
- A soft lace moment for quiet reflection.
- Fringes that moved with the rhythm of the train.
- Structured silhouettes for arrival energy
- Playful prints for the in-between
As the day unfolded, the collection evolved with it. Lace felt more elevated under evening light, sequins caught just enough glow, tailoring held its form even as everything else stayed fluid - exactly how we imagined it.
Final Chapter: What You Don’t See (But Feel)
There’s always a version of a campaign that makes it out into the world - polished, composed, exactly as intended. And then there’s everything behind it. The movement, the unpredictability, the collaboration across time zones, cultures, and perspectives. First Class lives in both. A journey shaped as much by the world we brought together as the one we created on screen. Now, it’s yours to step into.
