Underground, hard to find, hard to explain, a bit unusual, a bit bent: inspired by personal myths, the Common Hours Myths campaign focuses on the bold and the ephemeral through a lens of delicious absurdism. The story accompanies two different personas who inhabit the same space at intersecting moments in time: one is private and withdrawn, programmed to demure, ghostlike behaviour and a restrained sensibility; the other is rapturous and reckless, commanding the surreal surroundings with abandon.

Whether swathed in snow-textured wool, wrapped in plush velvet, or cocooned in mohair or printed cashmere, the CH woman balances sharp masculinity with hyper-femininity, grit, and menace. Paranoia pervades, but playful mischief lingers, moving through light and darkness.

Common Hours layers meaning into their garments, exploring new ways of understanding luxury. Each piece is meticulously made, strictly numbered, and presented as a thematic inquiry, produced in limited editions. The connection to time runs through physical details: melting ice, the sound of ticking clocks and echoing footsteps, and visual motifs of decadence and decay. These elements suggest what it feels like to become absorbed in the often-overlooked moments of the common hours.