In the golden hush of the American desert, where ancient boulders stand as silent witnesses to the passage of time, Primavera unveils its latest campaign: Le Soupir du Désert. A tableau of movement and stillness, modernity and memory, the campaign speaks to a spirit both untamed and deeply rooted in the brand’s own story.

The campaign is brought to life by an ensemble of the world’s most in-demand faces—Asha Okoye, Sylvie Devreux and Selene Kim – each a force in contemporary fashion. Clad in a vibrant interplay of chartreuse satin, flamingo-pink silks, and structured cotton mini-dresses, they traverse the undulating dunes and parched valleys, their silhouettes softened yet made bold by the interplay of light and shadow. The looks, airy and fluid, are punctuated with an unexpected edge: thick-soled boots, heavy cuffs, and sculptural earrings that hint at rebellion within the dreamscape.

Primavera has long been synonymous with an unstudied elegance, a philosophy woven into the very foundations of the house by its enigmatic founder, Mai Jacquard. Raised among the rugged beauty of the Cévennes, Jacquard spent her childhood summers wandering the limestone plateaus and gorges that have long been known as France’s own desert. A place of solitude and resilience, of winds that carry whispered histories, the landscape became an indelible part of her creative DNA.

With Le Soupir du Désert, Jacquard revisits those formative years through a transatlantic lens, drawing parallels between the vastness of the Cévennes and the sweeping, sun-scorched American frontier. There is a quiet reverence here — not just for the beauty of desolation, but for the echoes of those who walked before. The collection embodies this tension: fragility in fluid satins, defiance in structured cotton, an unrelenting presence in bold accessories.

As Primavera continues to carve its place at the intersection of romance and rebellion, this campaign stands as a testament to the brand’s ability to distill nostalgia into something thoroughly modern. And for those who wish to experience the collection up close, a private sale will be held at Primavera’s Elizabeth Street boutique in SoHo this June. Guests may even find themselves in the company of one of the campaign’s luminaries, bringing the vision of Le Soupir du Désert full circle — from the distant dunes to the heart of New York City. RSVP to the event.