Simons Canada

Apr 2026

Simons Canada captures the essence of a sun-drenched getaway in its Viva Puerto Rico Campaign 2026, a lifestyle editorial project that leans into the intersection of high-end fashion and relaxed coastal living. Through the lens of photographer Mei Tao, the campaign masterfully synthesizes a vacation-inspired narrative, blending candid, movement-heavy imagery with polished, cinematic compositions. Featuring model Paolo Busti, the series explores a palette of vibrant textures, utilizing heavy-knit sweaters and tailored linen trousers against the organic backdrop of golden sands and turquoise waters. The creative execution hinges on the clever use of natural light, which highlights the depth of the knitwear and the casual elegance of the beach-focused wardrobe. Whether capturing a dynamic mid-air leap on the shoreline or a quiet, posed moment leaning against a vintage convertible, Tao maintains a consistent visual language defined by editorial minimalism and a warm, atmospheric glow. By integrating live-action techniques with thoughtful portraiture, the project creates a cohesive aesthetic that feels both aspirational and deeply rooted in the ease of the tropics. The result is a sophisticated exploration of summer style, where every detail, from the graphic tees to the intricate stripe patterns, contributes to an immersive, sun-soaked story of modern leisure and effortless masculine grace.

Lifestyle

Natural light