JACQUEMUS

Jacquemus is a French luxury brand known for its play with proportions, seductive silhouettes, and eye-catching accessories like its signature bag "Le Chiquito." Founded in 2009 by self-taught designer Simon Porte Jacquemus, the brand quickly gained attention and was invited to present its collection at Paris Fashion Week in 2012. Simon Porte Jacquemus, born on January 16, 1990, in Salon-de-Provence, grew up in a family of farmers before heading to the capital to start a career in fashion. 

 

History of the brand

 

Jacquemus is a French luxury brand, founded in 2009 by Simon Porte Jacquemus. Born in 1990 in the south of France, Simon grew up in a family of farmers, which greatly influenced his design choices. After moving to Paris at the age of 19 to explore his desires as a designer, he faced tragedy when his mother died in a car accident. In her honor, he started his famous fashion house, Jacquemus, named after his mother's maiden name.

 

Simon created and developed his own collections in his spare time while learning the ins and outs of the industry at the Comme Des Garçons store on Rue du Faubourg Saint-Honoré. His role there inspired him forever, but also allowed him to fund his own collections to show during Paris Ready-to-Wear Fashion Week. In 2014, he was a finalist for the LMVH Prize for Young Designers and in 2015, he received his first award, the LMVH Special Jury Prize.

 

The Jacquemus brand is known for its play with proportions, seductive silhouettes, and eye-catching accessories like its signature bag Le Chiquito. His work is often described as deconstructed and surreal, and his trend-setting moments were all the fashion industry could talk about. In 2017, the designer presented the first of his revolutionary micro handbags Le Chiquito. The beginning of the tiny bag trend that went viral on the internet.

 

Brand philosophy 

The philosophy of the Jacquemus brand is deeply rooted in authenticity, joy, and lightness. The brand is a celebration of its founder's Provençal heritage, offering collections that tell a story, each piece seeming to contain a fragment of Simon's childhood and his daydreams under the southern French sun. Jacquemus speaks to those who appreciate fashion as a vehicle for emotion and personal expression, where sculptural silhouettes and unexpected proportions invite a joyful stylistic freedom.

 

Each creation by Jacquemus is a celebration of craftsmanship and creativity. Boldness and tenderness coexist in his collections, revealing a luxury that is not intimidating, but welcoming and playful, inviting those who wear it to create their own style narratives. Contrary to the sometimes rigid traditions of haute couture, Jacquemus has imposed a more relaxed and personal vision of luxury, without ever sacrificing elegance or quality.
 

Jacquemus does not just create clothes and accessories, he creates a universe, a state of mind, an invitation to celebrate life with style and lightness. It is a brand that achieves the perfect balance between rural and urban, minimalism and extravagance, accessibility and exclusivity. A true feat in the layered world of high-end fashion.

Notable collections

Jacquemus has presented many notable collections that have left a mark on the fashion industry. One of the first collections that brought attention to the brand was "Les filles en Blanc" in 2010. This collection stands out for its minimalist approach and simple cuts, establishing Jacquemus as a force to be reckoned with in the fashion world.

Another iconic collection is the "La Bomba" collection from summer 2018. This collection was inspired by Simon Porte Jacquemus's childhood memories of his mother wearing flowing summer dresses in their hometown of Mallemort, in the south of France. The collection was praised for its bold use of color, relaxed silhouettes, and oversized accessories, notably the giant straw hats that have become a staple of the brand.

 

 

 

The "Le Coup de Soleil" collection from summer 2019 is also noteworthy. Presented in a lavender field in Provence, this collection captured the essence of the Mediterranean summer with its flowing dresses, earthy tones, and raffia accessories. 
 

More recently, the "L'Amour" collection from summer 2021 was presented in a golden wheat setting, evoking a celebration of love and nature. This collection was praised for its use of sustainable materials and its commitment to sustainability in fashion.

Influence and collaborations 

Jacquemus has had a significant influence on the fashion industry, thanks to its innovative and creative approach. The brand has managed to captivate the fashion world and leave a lasting impression through its innovative marketing. From their unconventional shows to their strategic use of social media, Jacquemus has redefined what it means to be a successful fashion brand in the digital age.

In addition to its unique collections, Jacquemus has also collaborated with artists, celebrities, and influencers such as KAWS, Rihanna, and Kim Kardashian, aligning their brand with the reach and influence of these figures. These collaborations have helped the brand reach new audiences and add a layer of desirability and credibility to the brand.

Jacquemus also utilized influencer marketing to promote their brand. They strategically collaborated with influencers who align with their values and brand aesthetics, leveraging their reach and influence to create awareness and generate interest in their collections. These collaborations played a significant role in positioning Jacquemus as a sought-after and influential brand.

 

Jacquemus's influence on fashion is not limited to its collections or collaborations. The brand has also impacted how fashion brands use social media and storytelling in their marketing. By sharing the story behind their designs, they have successfully connected with their audience on a deeper level. Whether it's the inspiration behind a collection or the journey of a particular piece, every aspect of Jacquemus's marketing strategy is rooted in storytelling.

 

Cultural and social impact

Jacquemus has had a significant cultural and social impact in the fashion industry. The brand has managed to captivate the fashion world and leave a lasting impression through its innovative marketing. From their unconventional fashion shows to their strategic use of social media, Jacquemus has redefined what it means to be a successful fashion brand in the digital age.

 

In addition to its cultural influence, Jacquemus has also taken significant steps to reduce its environmental impact. The brand has reduced the number of collections it produces each year from four to two. It has committed to ethical practices, multiplying efforts to minimize its environmental impact and encourage sustainable practices within the fashion industry. This awareness has notably materialized in the adoption of an action plan aimed at reducing Jacquemus's environmental footprint at all levels: manufacturing, distribution, communication, and waste management.
 

Jacquemus has also made efforts to create more sustainable clothing from recycled and more responsible materials. The brand focuses on minimalist and timeless pieces that withstand the test of time and help the environment with natural fabrics.

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