Jacquemus, We Love You

Introduced via Loïc Prigent's YouTube videos, we recently fell head over heels for the Jacquemus brand. Read on, as we delve into our love for them and the way they're demonstrating the future of luxury fashion. Written by Rae, Images via @jacquemus Instagram.

Photos via Instagram (@jacquemus).

The visuals are what truly kickstarted our Jacquemus obsession, Simon Porte Jacquemus has a way with colour and a trendiness often lacked in the luxury market. There's a level of authenticity with their vibe that draws you in fully, with imagery and attention to detail that resonates among other creatives. The French brand roots are evident in the soft, luxe, Parisian and SoF aesthetic showing to true fans that they're so much more than their infamous Le Chiquito bag.

Looking into their shows and campaigns, we again circle back to the idea of authenticity, particularly among the recent "Jacquemus at Home" campaign featuring Bella Hadid, Barbie Ferreira and many more, recreated previously on Blur.

With a reputation of stunning runways since the lavender field, the recent FW20/21 show, featuring Bella and Gigi Hadid, Adut Akech, Bodhi Heeck, Alexis Chaparro, Dierdre Firinne, Liu Wen, Mathilde Henning, Mica Arganaraz and many more, changed the game. The visuals, modernity, model diversity, colour scheme, clothing - everything was just perfect.

It's evident that Jacquemus make an effort to include diversity, or are more so encompassed in Millennial values that it's a subconscious effort, but appreciated either way. We see a range of ages celebrated, shown with Simon's grandmother Liline partaking in "Jacquemus at Home", also noting the LGBT influenceswhich are central in the brand's evolution, with Simon currently in a homosexual relationship displayed proudly on their Instagram page (@jacquemus) in celebration of pride month. Lastly, looking to their catwalk shows we see a beautifully diverse range of models sporting an even more attractive set of garments.

With family as a focal point, and utilising social media as a promotion tool, Jacquemus founded the brand shortly after his beloved mother's passing and hasn't looked back since. We, as viewers, feel the raw passion and love put into the brand, separating it completely from other rivals; the authenticity factor once again playing a huge role in fans connection with the brand and clothing. Jacquemus is far more than a social media fad, and Simon made sure of that.

“My mother was very warm, and also a bit childish in the way she would wear big pantaloon trousers or granny dresses. Without any money, she could look very special and artistic. She wasn’t ‘French chic’. She was too smiley for that, with her shiny eyes and shiny persona. When I was 19, studying at fashion school in Paris, I felt lost. I didn’t know what I was doing. Then, one month later, my mother died. At the funeral, I told my grandmother that I was going back to Paris. I knew exactly what I wanted to do. My brand would be named after my mother’s maiden name, Jacquemus, and designed for the girl my mother was. My mother died, without any reason, at 42. I realised everything can stop tomorrow. I told myself, ‘You need to live your life.’ Now I can be happy about it. I’m never sad. I’m not obsessed with being the best or the biggest. I just want to stay free.”

- Simon Porte Jacquemus via Another Mag.