One month ago, an article titled “Why is Jacquemus our retail sun king?” was published, exploring the rise of Simon Porte, the creative mind behind the Jacquemus brand. Just yesterday, Porte showcased his latest collection in a grand fashion show held at the iconic Palace of Versailles. While the setting may be fit for a king, Porte’s inspiration lies in the queens and princesses of the past. From historical figures like Marie Antoinette and Lady Diana to modern-day Instagram princesses such as Kendall Jenner, Monica Bellucci, Eva Longoria, Adèle Exarchopoulos, Laetitia Casta, and Victoria Beckham, Porte finds beauty and creativity in the powerful women who came before him.
In the realm of luxury fashion, things have been shifting rapidly since the historic Louis Vuitton show last week. The landscape of the industry has once again changed, as fashion houses transform into cultural institutions. The battle for attention from consumers and algorithms takes a step forward, pushing boundaries and reaching new heights of luxury. The emergence of a new Hollywood-like scene on Avenue Montaigne marks the release of a billion-dollar epic series titled “The Game of Luxury Thrones”.
Within this series, we have two standout fashion blockbusters. The first is “Pharrell Iᵉʳ” by Louis Vuitton, featuring two unbeatable dragons: Star Power and Damier. Louis Vuitton, with over 10 million followers on TikTok, has become the most popular luxury brand on the platform, dominating the media landscape. The second blockbuster is “Sun Tzu Kim Jones” from Dior, a brand that prefers a more subtle approach and avoids direct confrontation.
And then there is Jacquemus, our Bonaparte in this luxurious game. Despite limited financial resources, Jacquemus strives to revive the French art de vivre, the art of living, to its former glory. With a voiceover provided by Stéphane Bern, a well-known French historian, Jacquemus aims to capture the essence of French elegance, audacity, and panache. But is he daring to engage in direct confrontation with the giant, Louis Vuitton? In an interview with Figaro Magazine, Bernard Arnault, the CEO of LVMH, stated that the French prefer Raymond Poulidor, a French cyclist known for his second place finishes in the Tour de France, over outright winners. This suggests that the French admire the underdog, the one who dares to challenge the status quo.
As we eagerly await the next episode of The Game of Luxury Thrones, it is clear that while Pharrell and Louis Vuitton may lead the media impact, Jacquemus proudly represents the French spirit and remains distinctly behind LV in terms of followers and popularity. But with his unique vision and determination, Jacquemus is crafting his own path to success, fighting with his weapons of poetry, audacity, panache, and French flair. Will the sun king rise and overthrow the giant? Only time will tell.
Useful links:
– Jacquemus official website
– LVMH official website
