During my internship at Maha Amsterdam, I produced an editorial campaign for the introduction of the brand Pyrenex. From initial concept development to the social media rollout, I managed every stage of the project.


CONCEPT:
“Home is where we are” tells the story of women who have formed their own chosen family, offering each other mutual support, love, and a sense of belonging. Through the physical warmth of Pyrenex jackets and the emotional warmth of friendship, the concept of “home” is portrayed as more than a place—it’s the feeling of comfort and community, in line with Maha’s inclusive community values and the family-owned Pyrenex’s focus on incomparable quality. 

We showcase a minimal setting, allowing the focus to fall on the models’ body language, which conveys a sense of intimacy and comfort. The way the jackets are worn emphasizes the idea of the garment offering a sense of “home,” enhancing the cozy and protective atmosphere.