The story unfolds at a wedding ceremony where the bride, discontent with her romantic situation, escapes from the altar in pursuit of her freedom. After attempting to mend the relationship, the groom realizes that the inevitable outcome is separation, symbolized by a burning couch. Initially, this decision brings sadness to both the groom and the bride, but they eventually come to understand that breaking free from societal norms leads to genuine happiness, allowing them to embrace their true selves without constraints.

Infused with a touch of nostalgia from the early 2000s, the campaign aims to create a setting that captures the essence of hopeless romance within a dark and moody atmosphere in line with the collections creative direction.