Jaquemus designed a runway show made for Instagram for his 10 years anniversary.
The French designer picked Valensole’s lavender fields as the backdrop to his spring/summer 2020 show, and it’s here – amid the blooms – that he tells Vogue about the power of pop, championing creativity outside of Paris, and ultimately finding happiness.
It’s the third time that the designer has shown in the South of France, but Valensole’s unique setting is the strongest statement of his evocative references, bold vision and talent for big-brand thinking. Jacquemus grew up an hour away in Mallemort, and is drawn to the “pop” appeal of the lavender fields – drive-by selfies and all – knowingly citing the location as a Provençal cliche
On Monday Simon Porte Jacquemus presented a 65-look unisex collection on a hot pink runway in Provence. He opted to show outside the normal fashion calendar, between the end of Men’s Fashion Week in Paris and the beginning of Paris Haute Couture Week, a fitting deviation from the norm to celebrate the brand’s 10th anniversary.
The collection, entitled Le Coup de Soleil (that means ‘The Sunburn”), was comprised of both mens and womenswear – a first for the brand -, and boasted a dreamboat of pastel pairings, oversized blazers, matching suit pants layered over lace tunics in a tandem of utilitarian-meets-psychedelic tie-dye.
At 29 years old, Jacquemus has a great deal to celebrate. He counts Rihanna, Dua Lipa and Charlene, Princess of Monaco, among his fans – and has a one million-strong Instagram following. He doesn’t pay anyone to wear his designs, and the fact that Beyoncé buys from his online store, just like any other woman in pursuit of a knockout dress, “is the biggest compliment,” he says. “Not just because they are a star, but because they have everything and they chose to wear Jacquemus.”