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Jacquemus celebrated 10th anniversary with a runway show made for Instagram

“I wanted something very poetic,” says Simon Porte Jacquemus. And poetic it was.

On Monday afternoon in the South of France, the designer presented his SS20 show to celebrate the brand’s 10th anniversary. And the show was simply breathtaking! The pink catwalk, placed in a lavender field in Valensole, one of the parts of Provence known for its idyllic scenes where the purple flowers grow plentiful, left the setting to be a unique one, and truly an Instagram moment waiting to happen. This is the designers third time showing in the South of France, and this location in particular was a special one because it’s an hour away from his childhood home.

“With this runway, some people will only remember the lavender. Others will see the similarity with the Hockney painting. I want everyone to understand my work,” the designer explained when asked about the location.
“My mission is to be the name of a generation, which is not just thinking about the future of the planet, but also about aiming for happiness that’s not defined by having a lot of money.”

Eager fashionistas’ waiting for the show to begin. Courtesy of Jacquemus.


A collection that speaks to everybody

For the first time ever, the collection included mens and womenswear. It is called “Le Coup De Soleil,” which is the French word for “sunburn”. And the summer sun did certainly show up for his fashion show. When asked about the inspiration for the collection, the designer revealed that he was drawn to the “pop” appeal of the lavender fields and that his mood board for his collection reminded him of a tequila sunrise cocktail.

Beside from the stunning pieces, there were accessories like his famous neck-worn wallets and tiny purses, bright bucket hats, as well as woven corn accessories hanging off belts and a few collaborative pieces with Swarovski, who partnered with the label to put on the show.

Tatjana Kostic

Editor-in-Chief, Paris

Tatjana is a natural born fashion killa. Mesmerised by the influential designers creative escapades, she's always waiting for the next big thing to hit the runway. When she's not lusting after an Oscar de la Renta dress, she's giving her undivided attention to Hermès bow ties and macarons from Ladurée.