from micro-bag to massive success




Dec 14, 2022

With a micro-bag that is on the wrists of the world’s biggest celebrities, and the confidence to stage shows outside the industry timetable — Simon Porte Jacquemus has forged a singular and successful path in fashion, at the age of just 32.

Jacquemus Spring/Summer 2023 collection – Jacquemus

The French designer attracted celebs including Pamela Anderson and Sophie Marceau for a typically light-hearted and sunny catwalk show on Monday — with abundant palm fronds, enormous straw hats and massive sunglasses, providing a stark contrast to the freezing temperatures outside.

“I wanted to talk about these over-the-top girls we see at Capri or Portofino. We wanted to play with our usual codes,” Jacquemus told AFP after the show.

He was continuing his recent habit of presenting his new collection outside the official calendar of fashion events.

He last showed at Paris Fashion Week in 2020, and has since preferred other locations, such as the dunes of Camargue in southern France this summer, that drew the likes of Victoria Beckham.

“I dream of one day reaching Jacquemus’ level of creativity and organising similar shows,” Beckham told Le Monde.

His strategy is paying off.

“Jacquemus is a phenomenon. His recent collaboration with Nike was one of the biggest successes of the year, as was the opening of his boutique. The rhythm of his collections mirrors his direct relationship with consumers,” said Serge Carreira, luxury specialist at Sciences Po Paris.

The brand has grown 10-fold to 200 million euros since before the pandemic, according to figures seen by specialist news site Business of Fashion, with a goal of hitting 500 million euros by 2025.

With several vacancies at top fashion houses, Jacquemus has fended off offers from big names, arguing that he “already has a big house: Jacquemus”.

‘Luxury is being happy’

Originally from Provence, Jacquemus came to Paris in 2009 and held his first fashion week show three years later. This September, he opened his first boutique in the French capital.

He likes focusing on his sunny origins, knowing they can seem ‘vulgar’ to the fashion elite.

“Talking of the sun isn’t (seen as) luxury, the colours aren’t luxury. Cold is luxury,” he told AFP at the show. “We are trying to say that actually luxury is being happy and sharing it.”

A savvy user of social media, Jacquemus likes to share that sunny life with his five million Instagram followers, including his celeb-packed wedding to PR consultant Marco Maestri this summer.

“He’s a celeb designer, we always know what he’s doing, he’s constantly documenting his daily life,” said Benjamin Simmenauer, a professor at the French Fashion Institute.

“Brands like to recruit people like that.”

But the thing that has really put him on the map is undoubtedly his Chiquito micro-bag — an increasingly common sight on the fingers of the fashion-conscious, right up to the likes of Rihanna and Kim Kardashian.

“It’s a rather exceptional tour de force,” said Carreira.

Copyright © 2022 AFP. All rights reserved. All information displayed in this section (dispatches, photographs, logos) are protected by intellectual property rights owned by Agence France-Presse. As a consequence you may not copy, reproduce, modify, transmit, publish, display or in any way commercially exploit any of the contents of this section without the prior written consent of Agence France-Presses.

Credit: Source link






South African soprano to make British coronation history as first African soloist

By AFRO Staff Pretty Yende will soon go down in history as the first African to be invited to perform a solo at...

Sylvester Stallone Didn’t See Eye To Eye With His Late Son Sage

Sage Stallone once opened up about how Sylvester Stallone was often absent when he was a kid due to work commitments, making their...

Kim Kardashian Got Psoriasis Flare From Her Met Gala Diet

Kim Kardashian has recently revealed that she had to go through a...

What Surgeons Worldwide Are Saying About Dangerous Silicone Injections

Despite the documented dangers of illegal silicone injections, there still seems to be a market for these types of treatments—so much so...

Anavila Misra to open the ‘Atelier’ at Lakme Fashion Week X FDCI with ‘Dabu’

Designer Anavila Misra will showcase her ‘Dabu’ collection as the opening designer at the upcoming edition of Lakmé Fashion Week in partnership with...
en English