This season, we set out to tell a story rooted in softness, sunshine, and the magic of nature. Shot across a series of lush, tucked-away locations in Westmount, Quebec, the blush Spring/Summer lingerie campaign is a quiet love letter to femininity, light, and the beauty that unfolds when you slow down and let the outside in.
Just above the buzz of the city, Westmount feels like stepping into a quiet daydream. Its winding paths, lush gardens, and old-world architecture gave us the perfect mix of softness and charm—each location felt like its own little secret. We chose to shoot here because it echoes the spirit of this collection: intimate, feminine, and quietly magical. It offered the kind of beauty that is natural yet artfully refined—wild with intention—and that’s exactly the energy we wanted to capture.
With wildflowers underfoot and the warm breeze overhead, each style came to life among blooming magnolia trees, hidden gardens, and sun-drenched poolsides. The result is a dreamy portrait of the freedom of the warmer months—a season where our most delicate, detailed pieces feel right at home.
At the heart of it all were two incredible creatives: photographer Clara and model Jamie-Lee. Their shared sensitivity to light, feeling, and the natural world brought the campaign to life with ease and depth. Below, they share what inspired them throughout this sun-kissed shoot.
Clara's lens captures softness, soul, and the in-between moments that feel like poetry. We asked her a few questions about her journey, inspirations, and what it was like shooting our latest campaign outdoors.
Meet the Photographer: Clara Offerman
Can you tell us a bit about how you got started in photography?
I started photography by taking pictures when I travelled with my mom, it was very basic. Then, in my last year of high school we experimented with a darkroom in my art class. My dad also had some very old cameras stored in our basement which I always felt attracted to. I learned how to use them, and now that’s what I shoot with. Most of my gear is decades older than me.
How would you describe your style in three words?
Vintage, wander, feminine.
Do you remember the first photo you ever took that made you feel something?
One of the pictures I think that I will never stop loving was taken back in 2022, I was on a short solo trip in London. It was very cold and rainy, it was during the Queen’s Jubilee. And that day was one of the few moments of sun I had on this trip, I was in Chinatown, and I looked to the sky: there were all these red lanterns and tiny Union Jack hanging from the buildings. The colors are so bright, and the light is beautiful. It’s a good memory.
How did it feel to shoot this campaign with us, surrounded by nature?
Nature is clearly my favorite environment to shoot, rather than studios or cities. It was a perfect day for this kind of shoot, the weather was on our side. The looks, the flowers, the light, the team… everything clicked together just right.
Do you have a favourite moment from the shoot day?
My favorite moment was when we shot near the pool. The sun was out, and the location felt exciting and inspiring. (I’m a big fan of sunlight.)
What’s something you always try to capture in your work?
When shooting with models, I love to create atmospheres, styling and poses that tend to have a sexy crunch, while keeping things very natural and relax.
What kind of stories do you hope your photos tell?
I hope they show beauty of course, as I try to capture things, places and people in which I find beauty, but also a sense of timeless carefree youthful freedom, like watching a movie that makes you feel so energized and full of joy you want to play it again and again.
Jamie-Lee felt like she belonged to the landscape. We asked her a few questions about her world, her love of the outdoors, and what it was like being in her element on set.
Meet the Muse: Jamie-Lee
Tell us a little about yourself— and what makes you feel most like you?
I’d say I’m a sensitive soul—deeply attuned to my surroundings and the people in them. I’m also spontaneous and adventurous, which I find incredibly fulfilling. I feel most like myself in moments of openness and aliveness.
Has nature always played a big role in your life?
Even though I was born and raised a city girl, I’ve always felt a strong pull toward forests, mountains, beaches, and their wildlife. Nature hasn’t just played a big role in my life—it’s shaped my personality and helped define what I truly need.
What are some of your favourite ways to connect with the outdoors?
Camping and hikes—always! I also know a bit about animal tracking, star navigation, and phytomedicine. I love identifying local plants here in Canada and learning about their traditional uses.
How did it feel to shoot this campaign outdoors, barefoot and in the sun?
It felt like I finally got to introduce my sensual side to my adventurous one. Barefoot, sunlit, and free—it was truly liberating.
Was there a moment during the shoot that felt really special or grounding for you?
Absolutely. During the second set, we shot beneath a stunning magnolia tree in full bloom. I hadn’t had the chance to walk by one this year, so getting to hold one felt like a quiet gift. And in the the last set, I really enjoyed soaking up the blazing sun by the pool.
What do you love most about modelling?
What I love most about modelling is that it gives me the opportunity to show how a single glance can say more than a thousand words. It pushes me out of my comfort zone, inviting me to try new things for the sake of a compelling image. In a way, it feels like motionless acting—which makes it all the more interesting.
What’s something you’re passionate about outside of modelling?
Music—always. I’ve been exploring new genres for as long as I can remember. I’m also a runner. I wouldn’t say I’m the most disciplined, but I’m definitely stubborn.
What does beauty mean to you right now, in this season of your life?
In this season of my life, I’d say beauty means grace more than anything—to receive it, and to give it.
As spring opens into summer, this campaign is our invitation to lean into softness—sun-warmed skin, bare feet on the grass, lingerie that feels like a whisper on your skin. Step into the story and explore the collection.
