Who is Jacquemus?
By: Zaheen Rahman
Jacquemus, helmed by eponymous designer and founder Simon Porte Jacquemus, is the moment. High-end labels often hinge on trendiness but Jacquemus is timeless and here to stay. The idyllic grace of the south of France, Simon’s childhood stomping grounds, is painted upon the canvas that is the label’s designs and aesthetic. And it never gets old - essential to the perfect standing Jacquemus has in fashion. This is in part because of how Jacquemus constantly reinvents within this framework but also how expressively he evokes such feelings through clothing. Jacquemus captures modern luxury for modern women by taking the tension out of luxury, replacing it with a chic breeziness that is charming and au courant. Something to aspire to.
Summer’s inherent nostalgia, which immediately conjures feelings of whimsy and childlike wonder, is a substantial driving force behind the effortlessly clever and chic identity of Jacquemus.
Unafraid of imperfection and constantly focusing on natural, plain beauty, Jacquemus elevates its warmness into something of real emotion and palpable character.
Jacquemus is also more than just a fashion label or aesthetic, it is an entire lifestyle meant to honor Simon’s late mother, whom the label is named after. Changing the vernacular of high fashion into something far more amiable and commonplace by infusing the brand image with a familial charm, Jacquemus lacks the austere framework of many established fashion houses - a welcome and needed breath of fresh air in high fashion.
Predominantly blazing the trail for womenswear, Jacquemus is also crafting a place for the modern man rejecting many codes of traditional masculinity, keeping its finger on the pulse of societal trends. And despite the brand’s further charge into the mainstream, Simon manages to uphold the provincial bliss and sincere charm central to the brand.
Simply put, you can’t open a Jacquemus Instagram story to thirty mini-films highlighting Simon’s beautiful lifestyle and not want to immediately book a flight to the south of France - and buy an oversized straw hat to commemorate the trip.
