Nature and love come together as time stands still. The winning items of Jacquemus, who conquered us in June with the wonderful parade set up on six hundred square meters of the wheat field come back to life. “Not long after my team split, we were all in our homes with a desire to work and a new vision of the collection emerged. We became a human chain. Every step of the creative process was done with love.” These are the words of designer Simon Porte Jacquemus. The new campaign/video bears the signature of Oliver Hadlee Pearch.
The setting is the same, and the emotions as well. The bucolic atmosphere is once again the frame that surrounds the French designer’s clothes, deliberately imperfect, but as always sweet. The dream takes place one hour from hectic Paris, where the countryside reminds us to slow down and appreciate the little things. The lookbook shows some salient outfits from the spring/summer 2021 collection, including drawstring tops for women and raw-cut blazers for men. The color palette is strictly neutral. We find gray, ivory, beige, and white, passing through all the shades that the surrounding environment suggests.
The photos were strictly disseminated through the brand’s Instagram profile to testify yet another confirmation of a winning social strategy. Despite the stylistic approach aimed continuously at the past and tradition, Simon Porte Jacquemus knows very well how to address millennials and the most promising slice of the market. Not surprisingly, when the posts with the highest number of engagements of 2020 were revealed in December, the Jacquemus brand was one of them. In April, the brand presented the spring/summer 2020 campaign starring Bella Hadid entirely shot via FaceTime. The shots, despite the modality, have received many likes.
Also in these hours, still on the profile of the maison, some photos have appeared that have not just captured the attention of followers. These are some shots showing Jacquemus’ newly renovated offices, located in Paris’s 8th arrondissement, on the right bank. Elegant, delicate, minimalist, the spaces desired by the French designer are just like his collections. But not only. He has personally selected design furniture and numerous pieces of art to decorate every room. There are the chairs by Rei Kawakubo and Howard Meister, the iconic Camaleonda sofa by Mario Bellini, the wooden sculptures by Jean Touret, the Prima Duna table by Alessandro Mendini. From the meeting room to the showroom to the atelier, every detail has been specially designed to create a refined, energetic, and stimulating universe. A place where workflows are peaceful and creativity sees no limits.
