The Concept
Playful Comfort. Though high-fashion in its sheen and scale, the cushion invites a sense of child-like delight, like sinking into a giant marshmallow.
It is also a visual metaphor on how comfortable the lounge sets are.
The Concept
Society’s pieces live with you through every version of your day.
The goal of the editorial shows a protagonist shifting between distinct lifestyles—fitness junkie, fashion maker, on‑the‑go creative, proving the products are versatile, not niche.
Team Credits
Creative Direction: Society
Styling: Nour Abdelhakim
Photography: Habiba El Qabbany
Videography: Hassan Mostafa
Video Editor: Hana Ahmed
Graphic: Mariam Tamer