The first part of the campaign is set in a luxury hotel suite. The protagonists, two iconic models, wear pieces from the most elegant collection. We see them in the midst of a wild night: a private, excessive, chaotic party, enjoyed among silk sheets and empty bottles.

The key elements aren't just the clothes themselves, but also their surroundings: smoke, traces of drugs, burned cigarettes, details of the naked or semi-naked body. It all creates an aesthetic of destruction amidst luxury, a decadent image, both alluring and disturbing.

This phase ends with the arrival of dawn. Natural light enters the room, piercing the darkness and revealing faces, emotions, tiredness, and cracks. This is where the concept of Lux Fuit comes to life: when the night ends and awareness begins.