Fashion has always been a space where tradition meets boldness and innovation. Jacquemus has, for several years now, been one of the most talked-about fashion houses, winning the hearts of critics and customers alike around the world. The brand, created by Simon Porte Jacquemus, has become a symbol of modern French aesthetics. But is the brand’s phenomenon just a passing trend, or does the company truly deserve to be called one of the industry’s most important voices?
Jacquemus – brand history
Jacquemus was born from the dream of a young designer from the south of France. Simon Porte Jacquemus grew up in a small town near Marseille. In a place where the natural surroundings, light, and simplicity of rural life left a profound mark on his later work. The death of his mother, to whom he was extremely close, became a turning point in his life. It was in her memory that he dedicated the brand’s name, using her maiden name Jacquemus This personal story meant that from the very beginning, his designs carried emotion, sincerity, and authenticity—qualities that set them apart from the often cold, distant world of luxury fashion.
Simon, without the backing of major fashion houses or significant capital, started with modest collections. His first designs were literally crafted by his own hands. He often used available materials and simple forms, yet they always carried a sense of freshness and originality. His inspirations came from everyday life—the landscapes of Provence, local culture, and family memories. Even then, it was clear that his goal was not to follow trends, but to tell the brand’s story through clothing.
From the provinces to the world’s runways
The breakthrough came when Jacquemus appeared at the Paris fashion weeks. The modest, young designer brought something entirely different to the runway than what the major fashion houses had accustomed the audience to. His collections were sincere, full of lightness and unexpected proportions, which immediately caught the attention of critics and industry experts. His work was quickly seen as a breath of fresh air in the world of haute couture, and the media dubbed him the “enfant terrible” of French fashion.
It didn’t take long for the brand to start appearing in the world’s top boutiques. At that time, Simon was already consistently building his image as a designer unafraid of taking risks, yet always staying true to his roots. Thanks to this, today Jacquemus is a global phenomenon, whose strength lies in the combination of personal story, originality, and consistency in brand building.
Jacquemus style: refined simplicity
One of Jacquemus’s greatest strengths is its unique aesthetic, which masterfully blends lightness and naturalness with the sophistication so characteristic of French fashion. The brand’s clothing strikes a balance between minimalism and bold, unconventional forms, resulting in a fresh effect that captures the attention of even the most discerning audience. What sets the visionary designer apart are unusual proportions— oversized shoulders, elongated sleeves, or extremely small bags that both amuse and intrigue.
The color palette of the collection often reflects the Mediterranean lifestyle. White, beige, sandy tones, and pastels dominate, evoking the sun of Provence, the warmth of sand, and the tranquility of the sea waves. Many designs exude a sense of ease and effortless freedom. This makes Jacquemus fashion not only visually striking but also imbued with a sense of freedom and joy.
Accessories that have become icons of contemporary fashion cannot be overlooked. For example, the legendary Le Chiquito bag is almost non-functional due to its size. Yet, it has become a status symbol and one of the most recognizable accessories of recent years. Similarly, shoes with unconventional shapes or accessories inspired by geometry and nature have gained the status of collectible items.
Marketing and image – the power of emotion in fashion
Jacquemus has built his success from the very beginning not just on clothing, but above all on the emotions he is able to evoke in his audience. Shows organized in lavender fields in Provence, among swaying grain or on the golden beaches of the south, collections in France have become true spectacles that have gone down in the history of contemporary fashion. As a result, instead of a classic collection presentation, the audience receives a complete experience. The feeling of being transported to a world where everyday life is more beautiful, simpler, and more romantic.
While many competitors focus solely on exclusivity and inaccessibility, Jacquemus offers an open world, full of light and joy, where everyone can feel welcome. On social media, the designer shares not only advertising campaigns. He also reveals more personal moments, which strengthens the sense of authenticity and closeness with customers. This direct communication style has enabled Jacquemus to build an exceptionally strong community of fans who not only buy his clothes but also identify with the brand’s values.
Quality and availability
Although Jacquemus belongs to the luxury segment, its pricing strategy is somewhat more approachable than that of the biggest fashion houses. The brand’s products are still out of reach for the mass consumer, but they are much more attainable than offerings from
In terms of quality, the brand has always prioritized meticulous craftsmanship and materials that align with its aesthetic. The collections are dominated by natural fabrics such as linen, wool, and cotton, which perfectly complement the light, Mediterranean style. As a result, the garments not only have an artistic flair but also evoke authenticity and the simplicity of life. It is this combination of premium materials and a fresh approach to design that makes products bearing the Jacquemus label stand out from the competition.
A separate category consists of accessories that have achieved iconic status. Cult handbags, such as Le Chiquito, or shoes with unusual shapes quickly became recognizable worldwide. While they may not always be the most practical for everyday use, their role in shaping the brand’s image is invaluable. Jacquemus accessories demonstrate that functionality isn’t always the top priority. Often, what matters most is bold design and the emotions a product evokes.