SHOP NEW SEASON

Each season we think about the story we want to tell and the parts of ourselves we want to explore. As a new dad, I’ve been spending a lot of time at home, and like many, it’s made me reflect on how different stages of life make home feel nostalgic, grounding, and foundational. This campaign focuses on what it truly means to feel at home — not just in a physical space, but in being yourself and feeling connected. It’s like when you find that perfect shirt or pair of shoes, and it just feels right. It’s about ease and comfort, knowing everything fits, effortlessly falling into place, with that familiar sense that you’ve found something that feels like you.



We invited friends and family to be part of the shoot, including Michelle Bañares with her family, Brandon and Zev, and artists Jordy van den Nieuwendijk and Kate Isobel Scott. By celebrating the real people in our community, we’re able to capture those genuine human moments that make each campaign feel uniquely Incu.



This season we collaborated again with South Korean based artist Jiye Kim on the artwork for this campaign. Bringing a playful twist to the theme of ‘home’, Jiye created original artwork that can be seen in windows across our stores.

Luke Davie,

Creative Brand Manager