What makes Jacquemus, a relatively young French brand, so captivating to fashion enthusiasts around the globe?
Author: Phuriwat Hirunrangsee | Photographer: Courtesy of Jacquemus
Jun 24, 2024
"...Since Jennie from Blackpink made a grand finale appearance as the final model for Jacquemus' 15th anniversary show, social media has been abuzz with excitement about the brand's strong connection with her and their efforts to make her the main attraction of the runway this time. This has generated a lot of enthusiasm, gained significant attention, and earned praise for the brand. Jacquemus has successfully positioned itself to consistently capture attention in an authentic and captivating manner. In order to celebrate the 15 years legacy, #LegendTH has compiled five compelling reasons why this stylish brand has maintained its status in the realm of fashion and luxury..."
Day Dreaming Campaigns
In addition to Jacquemus collections that have captivated the hearts of Gen Z fashionistas, the brand's advertising campaigns have consistently sparked conversations. From stunning 3D art, like the Le Bambino giant handbag gracefully strolling through the streets of Paris, to the recent April campaign featuring a bus that resembles a gigantic handbag, Jacquemus has truly brought many dreams come to life. Their advertisements have utilised 3D art to create visually appealing pieces, whether it's a giant lemon rolling down the hills of Portofino or floaties shaped like the Bambino handbag gradually inflating by the beach.
Furthermore, campaigns that feature real people also captured attention and go viral on social media, reaching a wide range of audience. For instance, one campaign promoting a newly opened store in Capri showcased a young man ironing fabric smoothly on a surfboard, while a model carried various bags and boxes as she sat in a cable car crossing to the shore. Once they are shared on social media, these well-executed campaign quickly gained popularity. With a well-crafted online presence and a knack for generating internet buzz, Jacquemus never fails to captivate one's attention, always leaving us eager to see what unexpected move the brand will make next.
Breathtaking Venues
The choice of venue for each Jacquemus show is consistently impactful, generating anticipation for the collections. The breathtaking aesthetics play a crucial role in effectively conveying the narrative behind the brand's creations. One notable event was the 10th anniversary celebration display called "Le Coup de Soleil," which took place in the lavender fields near the small town of Valensole in Provence. This display, with its bold pink runway, blooming lavender field, and mesmerising sky, left a lasting impression.
Another remarkable show was the Spring 2021 collection, showcased in the stunning golden wheat fields of the Camargue region, conveniently located just an hour away from Paris. The Fall 2022 runway unfolded amidst the breathtaking beauty of the French countryside, set in a salt mine surrounded by flawless white mountains. This enchanting ambiance provided a vast and timeless setting, making the runway show quite surprising and memorable.
Once again, the presentation of the Fall 2023 collection left everyone captivated. In the heart of Paris, a stunning red carpet extended in front of the grand Versailles Palace, radiating an atmosphere of luxury and grandeur. Guests had a remarkable vantage point, observing the show from small rowboats. Undoubtedly, every venue selected by the brand to host their fashion shows requires substantial effort and a series of actions to obtain the necessary permissions. Nevertheless, this remarkable accomplishment would not have been attainable without setting high goals and pursuing them diligently.
A-list Celebrities
The strong connection between Simon Porte Jacquemus and well-known celebrities, who have an active following among the younger generation, is one of the key factors in the brand's ongoing visibility. Simon has a close relationship with pop artist, Dua Lipa, as shown by the brand's Instagram posts and her reaffirmed choice of Jacquemus attire. The Kardashian-Jenner siblings are a group of individuals who have made significant contributions to enhancing the brand's reputation. Kim, Kendall, and Kylie Jenner have a distinct connection with the brand. They frequently don the brand's complete ensembles during their appearances at significant events. Kendall, in particular, is a familiar face at fashion shows and luxurious ads, while Gigi and Bella Hadid often collaborate with the brand. Jacquemus has managed to stay in the spotlight for fashion enthusiasts, thanks to its close association with numerous celebrities.
Bunch of Must-have Items
Jacquemus's collections frequently capture the relaxed and summery atmosphere found in coastal towns, emphasising not only fashion but also precise tailoring and understated sophistication. The waist cut-outs and backless designs of Jacquemus dresses have become essential pieces in the wardrobe of any fashion-forward individual, showcasing the alluring side of women. Everyone still remembers the Gigi moment, when she makes a stunning entrance on the Fall 2020 runway and flips her hair to show her sexy back. Plus, Jacquemus has truly excelled in the realm of accessory aesthetics. The brand's bags, shoes, and jewellery have become essential pieces that every fashion enthusiast needs to perfect their stunning ensemble. The La Bomba Hat, an oversized Raffia straw hat that made its debut on the runway and quickly gained popularity, has become a sensation among influencers. Numerous posts on social media have showcased it, creating a lot of buzz. Yet another essential item is the Le Chiquito handbag, a compact rectangular bag that the brand keeps shrinking, bordering on impracticality but still maintaining its fashionable appeal.
Simon Porte Jacquemus
Simon Porte Jacquemus' captivating charm effortlessly captures people's hearts, contributing to Jacquemus' current success. His fashion designs often reflect his personal experiences, adding a unique and relevant touch. In 2009, the designer established the company, Jacquemus, as a heartfelt homage to his mother, Valérie Jacquemus. She was the very first person to proudly wear his initial creation, even when he was just a child. This reflection served as a priceless source of inspiration for his Fall 2020 'L'année 97' collection. Furthermore, we are able to gain insight into various aspects of his life through the personal stories shared on the brand's Instagram feed. The wedding with his partner, Marco Maestri, was a dream come true for many LGBTQIA+ couples and inspired Simon to design the recently launched 'Le Mariage' collection. His brand holds a special appeal for its loyal followers, thanks to his genuine nature and the high-quality products he creates. These products are accessible to young people, making them highly sought-after items that cater to their desires.
