Jacquemus, the Obsession is Real

Why I think Jacquemus should be the model for luxury retail marketing and engagement.

I was first introduced to the fashion brand Jacquemus last summer, when I was an intern at Bureau Betak, the fashion production company that is responsible for Jacquemus’s most splashy runway moments. I remember my fellow intern Cristina showing me photos of Jacquemus’s fuchsia runway and pronouncing the French designer’s name with a perfect French flair. Since seeing Simon Porte Jacquemus’s beautiful designs float through the infamous lavender field last summer, I have been captivated by the company and Simon himself- and who can forget Toutou the newest furry member of the Jacquemus team. But what was it about the brand that kept me coming back for more? It was time to do a little bit of research on Simon and all things Jacquemus to find out.

Simon Porte Jacquemus started his very first clothing line at the age of 19 years old, back in 2009, following the death of his mother, for which he named the company after- Jacquemus being her maiden name. During this time, Simon worked at the Comme des Garçons store in Paris, France to finance his business and inspire his designs. Simon’s success did not come overnight, but it did surely come. In 2014, Simon was a finalist in the running for the LVMH Prize and the next year a winner of the prize, for which he received publicity, a €150,000 check, and a yearlong mentorship. Two years later, Simon would be invited to the Maison Méditerranéenne des Métiers de la Mode to stage a catwalk in Marseille, which featured his 2018 Spring/Summer collection named “La Bomba” and was picked up by major retailers Selfridges, Moda Operandi, and Net-a-Porter. The rest is history. 

So why am I and the rest of the fashion world gushing over Jacquemus? I have a few guesses.  

First and foremost, Jacquemus’s marketing is both brilliant and sincere. 

Simon’s first ever fashion show- a staged fake “protest” outside Dior on Avenue Montaigne during Paris Fashion Week- is a testament to the marketing genius that has guided the brand’s success. Unlike with many brands and their fashion designers, Jacquemus’s Instagram account is run by Simon himself, where he often features the clothes he designs as well as photographs of his childhood modeling gigs, Instagram stories of his adorable new puppy pronouncing around his Parisian design studio, and Simon’s quirky design inspirations. Whatever Jacquemus posts is intentional, but also organic in nature. 

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All photos taken from Jacquemus’s Instagram

Jacquemus’s marketing does not bombard you with advertisements and company logos, but rather lets you in on what the brand as a whole sees, experiences, and loves. Jacquemus’s TikTok, for example, features fun and imaginative videos, such as an operational purse vending machine and Simon raking black sand in one of his iconic straw hats during a photoshoot. The feeling is anything but commercial and promotional. Through Jacquemus’s marketing presence, you get the feeling that you are on a digital media adventure, Jacquemus leading the way with whatever he finds beautiful and inspiring. 

Ready to Wear is essentially ready to wear. 

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The Jacquemus brand is all about structure, design, and simplicity in many cases. Jacquemus clothes are not crowded with logos and signature brand patterns, but are lead by tailoring, color, and texture. As a result, it is easy for the consumer to picture the clothes on themself because of their sheer “wearability”. Whereas Gucci’s ostentatious styling and larger than life embellishments can be off putting to many, Jacquemus does an expert job of keeping up with the latest trends, while still retaining a strong brand image in terms of style. Moreover, unlike many of luxury brands today, Jacquemus unapologetically features models of various shapes and sizes as well as ethnicities both on their runways and in their marketing. However, Jacquemus doesn’t scream for attention in terms of their inclusivity, its an organic integration into their brand. Jacquemus is also inclusive in terms of LGBTQ representation, as Simon frequently features himself and his boyfriend Marco Maestri on social media. There is no denying that the brand expertly balances vulnerability, creativity, confidence, and style. 

Jacquemus is about more than fashion, it’s about experience. 

In addition to selling clothes and leather goods, Simon has two volumes of photo books that he has released, the second and most recently debuted titled “Images”. The photo books feature some of Simon’s favorite images that he has taken throughout the years with his iPhone. The diversity in this product offering allow for the consumer to experience the brand even further and in a different way, truly bringing the company to life.

Simon thinks like an artist from beginning to end, making for incredibly cohesive experiences for the consumer and spectator. His 10th year anniversary show in Provence that was placed within a lavender field with a straight fuchsia runway, for example, was seen across social media and digital platforms for weeks, a truly remarkable spectacle that no one dreamt of, until now. Simon followed up this show with an equally compelling curved runway show through a wheat field located just outside of Paris. It is clear that Jacquemus is here to bring a stimulating experience in everything that they do. 

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Experiences are also reflected in their larger (or smaller) than life accessories. Simon’s Le Chiquito bag is so memorable, so fanciful, so refreshing that it was able to capture the attention of Beyonce, Kim Kardashian, Rihanna, and the like. Simon’s oversized Le Bomba straw hat has a similar effect, where the wearer is able to feel dramatic and fun. The Jacquemus consumer is invited to be playful, fancy free, beautiful and included in their narrative. 

Jacquemus is a brand that is constantly filled with engaging surprises. A book, a mini purse, a field of lavender, a  behind the scenes look, an imaginative photo- there is something for everyone to take a way and feel inspired by. One of the most inspiring being Simon’s life story. Coming from a small farming town in France, to building a world renowned fashion brand, Simon embodies the possibility of what it means to leverage your talents through marketing and craftsmanship to become an unstoppable force. 

 One of a kind products, one of a kind experiences, and a one of a kind brand. Jacquemus. 

Facts provided by Business of Fashion and The Cut


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