Simons Vision

Spring is here! The flowers are blooming, the sun is shining, and warm winds of change are filling us with optimism. Slowly but surely, our tired senses are springing to life alongside all of nature's wonders.

It was during the dreariest months of winter, while we were holding our breaths for better weather, that the idea for our spring campaign first came to life. Over the weeks, it simmered in our minds and grew in our hearts before slowly starting to take shape. Despite today's unstable situation, despite the measures that are sometimes (often) difficult to accept, despite the unknown that still clouds our future, we have decided to bring a bit of hope to our fashion season. Yes, we're opting to be optimistic!

It has rarely been more difficult to know what tomorrow will bring and we know that the everyday is far from easy. We remain very sensitive to what you are going through, dear community. Like you, we're experiencing a flood of emotions. While we may feel powerless faced with this exceptional situation, there's one thing that we can do to brighten this bleak period as much as possible: send some hope in your direction!

Over the past months, the word freedom has taken on a new meaning for each of us. While its boundaries have been somewhat redrawn, some of its other aspects remain unchanged: the freedom to grow, think, laugh, cry, thrive, take flight, and dream big!

It's this inherent sense of freedom that has inspired our spring campaign. Now more than ever, we want to be bold and have fun with fashion! Bursting with bright colours and fresh patterns, each piece and every outfit has been chosen for its ability to spark joy, as well as for its eco-friendly values. We've handpicked the latest trends to create the most bountiful bouquet imaginable—we're bringing back tie-dye, waxing nostalgic with patchwork bandana prints, cultivating our love of earth tones, diving deep into eco-friendly denim, and flaunting the prettiest floral patterns.

In these photos, you'll also see lots of inspirational people from a variety of different social bubbles. We asked each of them to choose a word (just one!) to live by in 2021. In between shots, they kindly answered our question, sowing small seeds of hope as they did.

What about you? What word will you choose to set the tone for this year?

RESET

“We need to hit pause and rewind. It forces us to look at things in a different light and take a new approach to things. It might be what we need right now! We're all living through difficult moments, but I think we need to focus on the light at the end of the tunnel.”
Claudine, with her kids, Lola and Matisse

Free to Be by Simons
Chambray and off-white sets
Free to Be by Simons
The blue dress with white flowers
Faded blue sweatshirt with short sleeves

DISCIPLINE

“I'm diving into a new professional adventure this year. It's a little stressful and there's lots of work to get done, which takes discipline! It's something I'd like to get better at to help everything run smoothly.”
Matisse, with his mother, Claudine

Le 31 exclusive

Short-sleeve sweatshirt

$45.00
$34.95
I.FIV5 exclusive

Ultra casual faded sweatshirt

$45.00

COMPASSION

“During these hard times, I think we've all learned and embodied compassion—having compassion for others and thinking of their well-being. We've learned to step back and not just care for yourself, but to also care for everyone around you and the people that matter."
Prefna, with her mother, Sofia

Contemporaine exclusive

Pretty pattern voile shirt

$45.00

TOGETHER

“We want to see and be with our friends, to be able to touch them; we want to be able to wrap our arms around our family members. It's by working together that we'll get through this, that we'll be able to pull through this situation.”
Pier-Gabriel, with his brother, Charles-Olivier

Le 31 exclusive

Retro stripe camp shirt

$50.00
Le 31 exclusive

Urban utility jacket

$110.00
$89.95
Khaki green sets for men Men's retro striped shirt

TRAVEL

“Because we miss it! We want to see our friends and have an adventure. We love the injection of culture and change that it brings. When we come back, we feel slightly changed—we've seen different things and tasted different foods.”
Christopher, and his significant other, Monique

Le 31 exclusive

Light floral camp shirt

$45.00
Le 31 exclusive

Urban utility jacket

$110.00
$89.95
Black loose pants for women Monochrome floral shirt

NOW

“In this year of major transformation, this wise old saying seems truer than ever: ‘To be in the now is to be alive.' So much is changing so fast and while resetting ourselves to meet the future is exciting, it also forces us to face things we've avoided and to hopefully find compassion for ourselves and others.”
Caia, with her daughter, Nova

Contemporaine exclusive

Soft organic cotton cropped wide-leg jean

$89.00

PEACE

“It's the key to interconnection and finding a solution as a team, through solidarity. Now more than ever, we need to be all together, and to be all together, we need to be at peace.”
Arthur

Le 31 exclusive

Stretch organic cotton blue jean

$79.00

EMPATHY

“We don't know what people are going through. You need patience, you need understanding, and you need empathy—towards yourself even! Be gentle and never assume.”
Sasha, with her boyfriend, Arthur

Le 31 exclusive

Organic cotton and linen Hopsack jacket

$130.00
$69.95
Save 45%
Icône exclusive

Thin-strap jersey jumpsuit

$50.00
The red wide-leg jumpsuit for women at Simons

FAITH

“Through this time, I've had to stay positive and keep faith that everything will work out.”
Janessa, with her fiancé, Rachid

Le 31 exclusive

Minimalist fluid shirt

$45.00
Burgundy shirt for men at Simons
The bohemian kimono with ornamental flowers for women at Simons

RESILIENCE

“2020 was something that we never anticipated. It was kind of thrown on us, and we, as humans, went through all its ups and downs. We've learned that no matter what, we will fight and bounce back even stronger.”
Rasika

The mandarin collar tunic with leopards and coloured geometry

MOTIVATION

“I've been trying to push myself to be a better version of myself. I just feel like this is the right time for big dreams to come true.”
Rachid

Le 31 exclusive

Pleated stretch chinos

$60.00
$44.95
Save 25%
Le 31 exclusive

Minimalist fluid shirt

$45.00
Minimalist short-sleeved shirt for men

HOPE

“Because as long as we have life, there is hope! You can't give up; you have to keep persevering. Love is all we need!”
Audrey (centre), with her sister, Carmel, and her brother, Xavier

Icône exclusive

High-low eco-friendly lyocell peasant skirt

$60.00
Djab exclusive

Faded crew-neck sweatshirt

$50.00
Free to Be | Simons Free to Be | Simons

RESILIENCE

“We're living through difficult and abnormal times. You need to be kind to yourself and others, and take advantage of the little things, even if things aren't like they were before.”
Adèle, with her brother, Thomas

Twik exclusive

Striped boyfriend tee

$19.00
Le 31 exclusive

Minimalist fluid shirt

$45.00
Le 31 exclusive

Seaside-stripe pant

$79.00
Loose striped t-shirt Men's vertical striped trousers | Simons

FAMILY

“With everything that has happened, we're realizing that family is always there for each other and that you can always count on your loved ones. It's important to stay united, because there is strength in numbers!”
Carmel, with her brother, Xavier, and her sister, Audrey

Obey

Pastel-block rugby polo

$89.00

INTROSPECTION

“I think it's important to question myself and understand my motivations for doing things to keep progressing, evolving, and pushing myself to always do my very best.”
Xavier

ADVENTURE

“I'm dedicating my 2021 to things that will take me out of my comfort zone and the help me escape the monotony of the everyday: social, geographical, and spiritual adventures... I want to take off to places I've never been before, meet people, and experience new things.”
Adrien

Le 31 exclusive

Waffled grandpa cardigan

$60.00
Djab exclusive

Canvas carpenter overalls

$79.00
Djab exclusive

Colour block-sleeve T-shirt

$25.00

EXPANDED

“I chose this word because it feels freeing and liberating, and I'm a person who's very growth-oriented. It feels light and grounded at the same time. 2021 is a year to re-evaluate where your life is at and restructure, to be more patient and take pauses.”
Lola

Twik exclusive

Ruffled and ribbed cami

$25.00
$19.99

REFOCUS

“For me, it's important to step back in order to truly see, understand, and enjoy life—to appreciate its happy moments.”
Sofia

Contemporaine exclusive

Lyocell denim midi skirt

$60.00
The linen knit camisole for women at Simons
The midi skirt in light lyocell denim at Simons

UNITED

“The importance of being tightly knit and united is becoming clearer and clearer these days if we hope to go back to any semblance of a ‘normal' life.”
Charles-Olivier

Le 31 exclusive

Eco-friendly knit polo

$45.00
Le 31 exclusive

Pleated stretch chinos

$60.00
$44.95
Save 25%

SOLIDARITY

“As a society and even as a family, we need to live peacefully alongside each other to get through this. We need to support each other if we want to come out the other side with as few problems as possible. We need to be tolerant with each other!”
Thomas, with his sister, Adèle

Le 31 exclusive

Organic cotton and linen cargo joggers

$79.00
Le 31 exclusive

Minimalist eco-weave jacket

$170.00
Organic cotton black babydoll dress at Simons The black eco jacket for men at Simons

DEVELOPMENT

“Evolving together, learning new things, embracing new values, encouraging each other to step outside our comfort zones. Helping others grow, that's our dream for 2021!”
Aimée, with her significant other, Léanne

Twik exclusive

Loose colourful organic cotton polo

$25.00

GROWTH

“We've learned from 2020, and now it's time to grow, discover, and find opportunities in 2021.”
Nora, with her boyfriend, Thierry

Djab exclusive

Toggle-cord fleece hoodie

$35.00
Simons exclusive

Lightweight ruffled eco-friendly viscose dress

$35.00
Maxi dress with daisy pattern
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