WHAT WERE WE REALLY LOOKING FOR?

Somewhere between supermarkets suddenly smelling like Tahiti, SPF 50 being applied with the confidence of wall primer, and everyone announcing they’re “getting ready for summer,” the season arrives once again.

And with it comes one of humanity’s most complicated relationships: The sun.

Every winter we miss it.

Every summer we hide from it.

We fly thousands of miles to sit closer to it, then spend the entire holiday rotating around it like a reluctant planet.

The sun is 150 million miles away, yet somehow dictates our moods, our wardrobes, our travel plans, and even where we choose to eat lunch.

Now that’s influence.

Before Galileo ever studied the sun, the sun had already been studying us.

And for thousands of years, people have responded the same way: by looking for shade.

Kings sat under it.

Writers worked beneath it.

Nonnas claimed the best shady spots long before beach clubs turned the idea into a business model.

Every generation eventually learns the same truth: a beautiful sunny spot is only beautiful for about twenty minutes.

After that, it becomes a slow‑cooking human experiment.

Which is when humanity’s second‑favorite summer activity begins: "Finding Shade".

When you think about it, the sun has excellent public relations.

Everyone talks about chasing it.

Nobody talks about escaping it.

And somewhere between your ice cream melting faster than you can eat it and sprinting across burning sand because you forgot your flip‑flops by the sunbed, we found ourselves wondering.. If the sun is the attraction, why is shade the destination?

Perhaps what we’re really seeking isn’t sunlight, but relief.

A roof without a room.

A private climate.

A way to stay exactly where you are without slowly turning into a baked potato.

Shade doesn’t optimize your morning routine.

Shade doesn’t monitor your sleep.

Shade won’t improve your mindset.

It simply stands there and performs one task exceptionally well;

a quality that has become surprisingly fashionable these days.

So, this summer, while everyone else is busy chasing the sun, we're celebrating the most elemental SPF 50 ever invented, and everything that lets you sit comfortably beneath them.

COLLECTIONAL

SOUS LE SOLEIL

CATALOGUE SELECTION

By Giulia Irre Richter