Be audacious by choice.

For their spring-summer 2023 campaign in stores across the country and online, Canadian fashion retailer Simons focused on how fashion provides us with countless possibilities for self-expression, empowering us and encouraging us to embrace all that we are. In this way, fashion can be a catalyst for confidence and courage, helping us to pursue ideas that make an impact in our own lives, communities and the world at large.

The power of fashion lies in its possibilities, the choices it offers.
That is why we love it!
Choices. All of them are important.
Whether they are big or small, you make choices every day that show the world who you are. They form your identity, your very essence.
Fashion is all about having the courage to own who you are and have fun while doing it.

— Simons

Rather than simply creating mood video for this campaign, what we proposed to the creative directors was to bring an intimate and relatable approach by interviewing each model — highlighting their personality as well as giving them a voice in an industry that doesn’t often do so. We asked them how they would describe themselves, their personal style, their relationship to fashion and the impact they want to make. As visual artists, we are always thinking about how the outer reflects the inner, so it was a pleasure to explore the interplay between what we choose to wear and who we choose to be in our lives within the fashion context.

TASHA TILBERG

ARMANDO CABRAL

TEHYA ELAM

CHEROKEE JACK

ANASTASIA ANDREWS

ASH FOO

JONATHAN AZAR