“An Odyssey: a journey that is both free and hopeful. Playgrounds are spaces of freedom, joy, experimentation, and discovery. They’re places where you can invent your own adventures, take risks, experience yourself in different ways.” – Matthieu Blazy

The Summer 24 campaign distils the collection’s spirit of discovery and adventure. Shot at playground locations across Tokyo by photographer Alec Soth, the campaign exudes energy, imagination, and play.

Featuring playground structures shaped like animals, rocks, and mushrooms, Alec Soth’s photographs emphasize the physicality and whimsy of these structures, drawing parallels to the material craft and imaginative power of Matthieu Blazy’s designs.

Alec Soth (born 1969) is an American photographer and member of Magnum Photos. His work embraces the photographic journey and “on the road” images in the documentary style tradition of Walker Evans, Robert Frank, and Stephen Shore.

Known for his large-scale formats and projects, Soth has held over 50 solo exhibitions, and published over 24 books, including Sleeping by the Mississippi (2004), Songbook (2015), I Know How Furiously Your Heart is Beating (2019), and A Pound of Pictures (2022). He has received several fellowships, awards, and prizes, including an Honorary Fellowship of the Royal Photographic Society in 2021.

“When I encounter Matthieu's work, I am in two worlds simultaneously. One is profoundly physical – a world of craftsmanship that engages all of the senses – and the other is the stuff of dreams. My guiding approach to the campaign was playfulness. The playgrounds felt like a metaphor for Matthieu’s whimsical imagination. I wanted to bring the same spirit of colorful serendipity to my pictures.” – Alec Soth

Film: Massimiliano Bomba
Music: Torus
Casting: Anita Bitton
Hair: Duffy
Make Up: Hiromi Ueda
Diane Chiu
Walid Fiher
Imaan Hammam
Lara Menezes
Awar Odhiang
Douta Sidibe
Penelope Ternes
Daisuke Ueda
Kris Wardak
Haojie Qi
Shun Yoshida
Li Cheng Yuan

Summer 24