Jacquemus: From Micro-Bag to Massive Success
Simon Porte Jacquemus, an innovative French designer, has become a prominent figure in the fashion industry with his micro-bag that has captured the attention of top celebrities worldwide. However, it is not merely his iconic accessory that distinguishes him. Jacquemus has also gained recognition for his unconventional approach to fashion shows, opting to stage them outside the industry’s traditional timetable.
At his recent Spring/Summer 2023 collection show, Jacquemus drew in notable names like Pamela Anderson and Sophie Marceau. The runway display embodied a lighthearted and sunny atmosphere with an abundance of palm fronds, oversized straw hats, and massive sunglasses. Despite the freezing temperatures outside, Jacquemus was determined to create a memorable event.
The designer shared his intention to showcase the extravagant women seen in luxurious destinations such as Capri or Portofino. He aimed to play with the brand’s usual aesthetic and transport his audience into a world of escapism. After the show, Jacquemus spoke to AFP and expressed his belief that luxury is not associated with cold and somber elements but rather with happiness and sharing.
One of Jacquemus’ notable strategies is presenting his collections outside of the official fashion event calendar. He last participated in Paris Fashion Week in 2020 and has since chosen alternative locations. For instance, this summer, he showcased his collection amidst the dunes of Camargue in southern France, attracting the attention of Victoria Beckham. Beckham, in awe of Jacquemus’ creative prowess, expressed her desire to reach a similar level of creativity and organize shows like his.
This unique approach has proved highly successful for Jacquemus. Serge Carreira, a luxury specialist at Sciences Po Paris, commended the designer’s collaborations and the opening of his boutique, emphasizing that the rhythm of his collections reflects his direct connection with consumers. Figures from specialist news site Business of Fashion reveal that the brand has witnessed a tenfold growth to 200 million euros since before the pandemic, with aspirations to reach 500 million euros by 2025.
Despite receiving numerous offers from top fashion houses, Jacquemus has chosen to remain independent, asserting that he already possesses a significant brand of his own. Originally from Provence, the designer relocated to Paris in 2009 and held his first fashion week show three years later. In September, he inaugurated his first boutique in the French capital. Aware that his sunny origins may be perceived as “vulgar” by the fashion elite, Jacquemus fully embraces them and considers happiness to be a luxury. His philosophy revolves around sharing that happiness, both in his designs and in his personal life.
Jacquemus expertly utilizes social media, sharing glimpses of his daily life with his five million Instagram followers. His celebrity status and constant documentation of his experiences have made him a sought-after collaborator for brands seeking to connect with their audience.
While Jacquemus has garnered attention for various aspects of his brand, there is no denying that his Chiquito micro-bag has significantly propelled his success. This petite accessory has become a must-have item for fashion enthusiasts, with celebrities the likes of Rihanna and Kim Kardashian proudly donning it. Serge Carreira describes the Chiquito micro-bag as a “rather exceptional tour de force,” highlighting its remarkable success and impact on the fashion industry.
Simon Porte Jacquemus has demonstrated that through creativity, a unique approach to fashion shows, and an iconic accessory, it is possible to achieve immense success in the fashion industry. His brand continues to flourish, attracting celebrities and consumers alike, and his influence as a designer and influencer shows no signs of waning.
Useful Links:
– Jacquemus Official Website: https://jacquemus.com/
– Business of Fashion article on Jacquemus’ Success: https://www.businessoffashion.com/articles/bof-exclusive/jacquemus-secures-60m-investment-from-lvmh-backed-firm
