Over a 14 year career Simon Port Jacquemus – in no particular order – led rivers of fashionistas over lavender-smelling fields in Provence, over iridescent salt marshes in Arles, through permeable wheat fields in Val-d’Oise, along a sunny beach in Honolulu and, last but not leastin the neat gardens of the Palace of Versailles, at the gates of Paris, with boats parked along the water to participate in his show autumn-winter 2023-2024, Le Shuchou, whose ad campaign featuring Gigi Hadid was released during these hours. Over a 14 year career Jacquemus it gradually changed from child prodigy French fashion – an epithet that has always been very popular in the fashion business – a designer recognized on the world stage.
When he took his first steps in the industry, Simone Porte (Jacquemus is the maiden name of his mother, who passed away in 2008) he had a small budget and a big dream. He was barely 19 years old and left the High School of Arts and Techniques of Fashion because it didn’t fit his idea of fashion and instead chose to operate as a self-taught person, self-funding his brand while working as a shop clerk. Comme des Garçons in Paris, the great city he chose to fulfill his great dream. The truth is that the city, or rather the region that has always celebrated the brand of his dreams, is quite Provence and especially Marseillehis hometown, as well as a symbol of the Mediterranean aesthetic that the designer helped spread and (re)invent.
With his imperfect and sincere smile, straight disheveled hair and the muscles that grew on his chest along with his success, this provincial boy in love with family and life made us fall in love with a world consisting of simple things. Morning coffee still steaming on the balcony, golden lemons bought at the city market, a freshly baked baguette with a twist of artisan butter, wild flowers picked by hand, and days on a scooter with tatters in the wind and a heart in your throat.
Before making us fall in love with our clothes, Simon Port Jacquemus made us fall in love with him. and his universe. A universe of values, creative and visual, skillfully conveyed on Instagram and entrusted to the lenses of the most skilled photographers, from David Luraska to Tom Kneller, capable of forever rewriting the aesthetic imagination of a generation. What about clothes? THAT cloth were, were (always were), at first minimal and then more and more lolita-like, but often almost overshadowed by natural or artificial set designs so powerful that they captured images and memories. Were and are (always were) above all accessoriesa litmus test of turnover, which now stands at 200 million euros and, according to the data presented, will reach 500 by 2025. fashion business.
Jacquemus phenomenon – understood both as an empirically observed fact and as an object of wonder and admiration – is (was) a rather unique and novel business model of its kind. With his virtual, up-to-date and punctual storytelling, the Provençal designer was one of the first to demonstrate that – In the era of the Internet and social media, the ability to communicate is just as important as the ability to draw.. And hence all the other verbs: break through, sell, earn.
Today, Jacquemus owns a mono-brand boutique, opened in September last year on the most iconic shopping street in Paris, Avenue Montaigne; headquarters in the 8th arrondissement furnished with collectible designs; 60 employees and 6 million Instagram followers, many of whom are world-famous celebrities; at least two best-selling bags, Chiquito And Child; two photobooks, marcel i love you AND imagesand collaboration with the iconic American brand Nike.
Today Jacquemus, in fact, is famous designers. Thanks to the many vacancies that crowd the fashion system these days, he was often courted by the big fashion houses, but he always refused: “I already have a big fashion house: Jacquemus,” he said. France24. While building his empire, the former prodigy also found time to fall in love and marry the creative director last August. Mark Mastersmet through his brother, professional rugby player Yoann Maestri, who posed for the campaign of his first men’s collection.
Today, Jacquemus is a living compendium of the ingredients needed to become a successful 2000s designer: vision, passion, determination, social skills and (the right) contacts. But above all, as French documentary filmmaker Loïc Prijean points out, Jacquemus has something very rarely seen in fashion: a smile.
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