2025AW Design

In Proust’s In Search of Lost Time: when the protagonist tastes a madeleine dipped in tea, he is instantly transported back to deeply buried childhood memories.
Scents can serve as anchors for memory; when they reappear, they retrieve the corresponding profound recollections. This is known as the “Proust effect,” and it also gives rise to the “presence of things,” created when life and objects form strong bonds through the passage of time.
We open this season’s theme with the perspective of a mother’s first-person recollection — a series of tender, reciprocal moments…