BEHIND JE SUIS COMME ÇA
In March 2025 we came back home. The three of us.
We returned to our origins to dedicate more time to this project, to look at it from within and make it grow stronger, more conscious. Since then, it’s been months of intensity: travels, material testing, design adjustments, endless conversations. For the launch of this campaign, we wanted everything to be taken care of down to the smallest detail.
We shifted our strategy. We bet on timeless collections, on pieces that last and always make sense. We improved quality by producing our own nappa leather. We secured stock, because this time we wanted to go all in. To grow slowly, but steadily.
Along the way, there were also setbacks. One of them was the logos.
For us, the brand means everything: subtle, simple, yet always present. Our seal. This time we wanted to take it further, to turn it into metal, to make it truly ours. But things didn’t go as expected. Delays, changes, waits that seemed endless.
In the end we understood this is part of the process. That the human and the imperfect are also part of the beauty of what we do.
And after all that, the moment arrived to tell this story through images. The Je suis comme ça campaign.
The setting could only be Morocco. That’s where everything began. The country that captured us with its craft, its people, its art. That’s where C’est Nous was born, and where we still work with our workshop and with artisans we now consider family. Going back is always moving, because it means going back to our roots.
The house was a dream. Hanging over the ocean, it felt like it had been waiting for us all along. A place that held exactly what we had imagined, but needed to experience. That’s where this campaign came to life: in time, in calm, in the intention of returning to what is essential. To what is human. To what is true.
Julieta arrived a day earlier. We walked with her through Marrakech, showed her our very first workshop, and she met the people who bring each piece to life. We drove together to Taghazout, music loud, singing with the windows down, disconnected from the world. When we arrived at the house she ran to the balcony, right above the sea, and said: “thank you for bringing me to the most beautiful house I’ve ever been in.” We were just as moved. Once again, Morocco surprised us and made us fall in love even more.
Álvaro arrived afterwards. We had spoken with him weeks before, and from the very first moment it felt like he was already one of us. A few conversations were enough to confirm what we already sensed: when you work with people you truly connect with, everything multiplies. Passion, energy, creativity. It felt like working among friends. And that’s what it was about.
On the day of the shoot, the sun was strong. The locations were many: the beach with camels, the Agadir souk, hidden streets, corners that carried stories. Each place had something to say. We wanted to show the beauty of the simple, of what happens almost unnoticed: the colors of fruit in a market, the smell of the sea from the sand, the roar of an old motorbike against a weathered wall, the calm of a sunset on the balcony. The everyday turned into something extraordinary.
That is Back to the Roots: Morocco.
Life in its purest form. Authenticity, imperfection, craftsmanship. Pieces made by hands that don’t just work leather, but tell stories. The real. The human.
And as always, Morocco gave us more than inspiration. It gave us company. Our friends from the coast were there: Sahla’s motorbike, the recommendations of Anouar, Nourdin and Nourdin, and a dinner we shared at the end, celebrating much more than a campaign.
Because what you see in these images is not just a collection.
It is a memory. An experience. A simple and honest declaration:
This is us. This is how we are. Je suis comme ça.
