THE BYGONE SPIRIT. FOR THE STYLE, SELF-CONFIDENCE, BEING DIFFERENT, BEING UNIQUE, CONSUME LESS AND DIFFERENT. FOR ALL THESE REASONS, AND FOR YOUR OWN, BYGONEDAYS WAS BORN. THE BYGONE WOMAN IS SEXY, BOLD, A WOMAN WHO DOESN’T CARE WHAT OTHERS THINK OF HER. SHE WEARS HER GOWNS DURING THE DAY, AND HER COWBOY BOOTS AT NIGHT. SHE PLAYS AROUND AND LAUGHS AT FASHION RULES. SHE BELIEVES THAT A WOMAN CAN WEAR ANYTHING AS LONG AS IT IS UNIQUE. THE BYGONE WOMAN HAS THIS JE NE SAIS QUOI, THAT ONE CANNOT EXPLAIN. BE DARING. ENJOY THE JOURNEY. TAKE RISKS. BE YOURSELF IN THE BEST POSSIBLE WAYS. BE THE PERSON THAT YOU’D LIKE TO HAVE BY YOUR SIDE. SUPPORT ONE ANOTHER. IT’S YOUR TURN. A FRESH START. TELL YOUR OWN STORY. BELONGING TO AN EARLIER TIME. AND YET, THE BEGINNING OF SOMETHING NEW. BUY WHAT YOU BELIEVE IN. Thanks to our crazy fun team Creative director and concept @alice_amt @chalaux DOP and editor @cgigling Talent @emmawilkinsonlefeubvre Mua @talimendzylewski Prod assistant @sofipenton