How Jacquemus Became Instagram’s Favorite Designer


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How Jacquemus Became Instagram’s Favorite Designer

Simon Porte Jacquemus has an easy and savvy technique as a designer: Will his clothes look excellent on social media? So far, it has served him well. It was, for circumstances, the reason he created La Bomba, a straw hat so massive it could shade a small village, for his spring 2018 program. “My group stated, ‘Simon, no one is going to use these huge hats, we’ll simply make a few.’ We sold hundreds,” he notes. It is also why, for the exact same program, he shrunk down his Le Chiquito purse to unreasonable (and adorable) doll-size proportions– a relocation that introduced a thousand memes, and resulted in yet another success. “If it’s cute on Instagram, it will offer,” he explains. “That’s just the world we live in.”

Therefore, when it pertained to staging his 10th-anniversary show this previous June, Jacquemus, who in the past has presented his clothing seaside in Marseille and guerrilla-style exterior of a Dior show in Paris, selected the most photogenic location he could believe of: the lavender fields of Provence. Having matured nearby, in a village in between Marseille and Avignon, he had actually long daydreamed about staging an occasion there, and waited patiently for the right time. “I wanted it to be postcard Provence, but pop,” he says of the stunning pink runway that he unfurled over the rolling hills, which brought to mind a Christo and Jeanne-Claude art installation within a van Gogh landscape. Whether experienced personally or viewed on the phone, it was inarguably spectacular, made all the more so by the sensual, co-ed lineup of women in sheer knits and lively peasant gowns and kids in boldly patterned t-shirts and board shorts. The appearances were inspired, Jacquemus states, by the tourists he had actually observed as a kid in the South of France.” They ‘d be from L.A. or Tokyo, and totally dressed up in the street markets. You ‘d say, ‘Oh, it’s too much,’ however at the same time it was really elegant.”

Jacquemus was just 19 when he launched his line, following a one-month stint at style school. At that time, a lack of funds indicated he could not pay for a healthy model, not to mention high-ends like buttons or pockets. Consequently, his clothes were minimal, boxy, and sometimes puzzlingly conceptual– but they radiated a vibrant, warm appeal that showed contagious. A years later on, his collections have ended up being “less ignorant,” as he puts it, and more classy and feminine. Yet his obsession with the South of France– its colors and cabana stripes, farmlands and folk culture– has actually remained unfaltering. “I do not want to reference the Parisian female,” he states. “I want to discuss the South. I want to say something poetic.”

The designer Simon Porte Jacquemus, with designs using his spring 2020 Jacquemus collection. Photograph by Th ´ eo De Gueltzl; Styled by Simon Porte Jacquemus. Hair by Ramona Eschbach for Bumble and bumble at Total Management; Makeup by Lisa Butler for MAC Cosmetics at Bryant Artists. Casting by Jacquemus. Models: Anael Toula at MP Management Paris, Saffron Vadher at Elite Worldwide, Adesuwa at the Society, Camille Hurel at Women Management, Shanelle Nyasiase; Photography Assistant: Marius Uhlig.Perhaps that’s

why, previously this year, he opened Citron, a citrus-themed café total with wood tables, terra-cotta pots, and a Mediterranean menu heavy on desserts, at the new Champs-Élysées outpost of Galeries Lafayette. A second area there, a seafood restaurant called Oursin, is set to open throughout Paris Fashion Week in late September. Not remarkably, Jacquemus developed the menu, design, and uniforms of both joints to look enticing on social networks. “What I do is storytelling,” he says. “I wish to develop a way of life.” So what does the next years hold for him? Aside from a family, he’s wishing for a hotel– one made not just for the ‘gram but likewise by it. States Jacquemus, half-jokingly, “I’m waiting on someone to DM me a proposal.”


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