CSJT // CE SOIR JE T'AIME, an emerging brand from Italy, is elevating urban mobility, interior design, and fashion through its innovative approach. Founded by Stefano Zellner, the brand is expanding its range beyond its origins in SZ | Bikes, emphasizing thoughtful design, sustainability, and craftsmanship.

New campaign release

CSJT's new campaign, created in collaboration with Milan-based agency "Beyond Artists", reflects the brand's vision. The campaign features visuals by acclaimed photographers Mocchetti and Kraus, along with a video directed by Davide Zanon. It presents model Adriana Coppi as the face of the campaign, embodying the brand's values.

"Working with CSJT // CE SOIR JE T'AIME has been an inspiring journey, and the synergy between our creative visions allowed us to craft a campaign that represents the brand's innovative spirit," said Martin Ullrich, Manager of Beyond Artists. "This collaboration has shown how well our teams can merge together to create something extraordinary."

Product line expansion

CSJT // CE SOIR JE T'AIME introduces a new collection that combines contemporary design with traditional elegance. Leading this collection is the "Equilibrium" bicycle, designed for urban commuting and offering both lightweight functionality and sophisticated style. The brand also celebrates the "Allure" eyewear model, which recently won the prestigious DNA Paris Design Award and the Loop Design Award for its groundbreaking approach. "Allure" eyewear is crafted using advanced 3D printing technology, enhanced by the use of generative AI.

Generative AI played a key role in optimizing the design of the eyewear, allowing for precise customization, material efficiency, and an elevated aesthetic. From a design perspective, generative AI enables intricate and innovative designs that may not be achievable through traditional methods, pushing the boundaries of creativity, while ensuring ergonomic comfort and functionality. From a sustainability standpoint, the use of generative AI reduces material waste by optimizing the production process and ensuring resources are used only where necessary, furthering the brand's commitment to environmentally responsible practices.

Both of these products reflect CSJT // CE SOIR JE T'AIME's dedication to high-quality craftsmanship and "Made in Italy" philosophy. The brand plans to introduce additional products in the coming months to expand its offering, while adhering to its core values of sustainability, innovation, and elegance.

Digital platforms

CSJT // CE SOIR JE T'AIME has also launched its new website, csjt.space, offering a digital experience that reflects the brand's multidimensional approach. Customers can customize products to align with their personal style and needs, creating a tailored experience.

Founder's vision

"This is a pivotal moment for us as we expand into new areas. Our goal is to inspire through thoughtful design and uncompromising quality," says Stefano Zellner, Founder of CSJT // CE SOIR JE T'AIME. "Our evolution project has been critical in understanding which products are suitable for our brand environment. We reevaluated and redesigned our product line, using new technologies, like 3D printing and generative AI. Our production chain was also rethought, seeking sustainable practices and working with local suppliers near our headquarters in Bodio Lomnago (Varese). Our design studio runs on renewable energy, and we aim to introduce fully recyclable products. These efforts reflect our commitment to quality craftsmanship and the 'Made in Italy' ethos."

Brand identity

The name CSJT // CE SOIR JE T'AIME embodies the brand's vision and positions a philosophy that shapes the brand's creations. "CE" represents the present moment, while "SOIR" evokes elegance and mystery. "JE" symbolizes individuality, and "T'AIME" speaks to human connection and passion. CSJT // CE SOIR JE T'AIME aims to define style and create desire, blending sustainability with modern design. The brand also promotes social change by embracing the idea of one humanity, beyond differences, as part of its vision for a boundless future.

Participation in Varese Design Week

In October 2024, CSJT presented its 2025 collection for the first time at Varese Design Week, held at the Base Blu Uomo fashion boutique, showcasing its innovative methods and designs.