Simon Porte Jacquemus, Instagram’s Favorite Designer
Exquisite, pure, elegant, avant-garde, sexy. These are just a few words to describe the fashion brand that has captivated us with its exquisite designs and aesthetics of a dreamy french summer– Jacquemus. A revolutionary fashion brand that has taken the Parisian fashion industry by storm. The brain behind it all is Simon Porte Jacquemus, who founded the brand when he was barely 19. And as a young student, it inspires me to believe that your dreams and passions are worth pursuing.
Jacquemus was born in January 1990 in a region called Salon-de-Provence in France. He moved to Paris when he was 18 and insists that he is not Parisian, but rather still an impish child from the Provence. In 2009 he launched his label and began working for the well-known fashion brand Comme des Garçons in 2011 to partially finance his business.
Simon Porte Jacquemus via Vogue France
“It’s not so much about fashion; it’s about the lifestyle”
Jacquemus made his first skirt when he was 8 years old. “It was ugly and imperfect, I promise you, but my mother wore it, and that changed my life.” According to him, his youth is at the centre of his aesthetic. He draws inspiration from the joyfulness, innocence and purity of his childhood, which is deeply reflected in his off-kilter shapes, and his simple yet mesmerizing colour scheme of his collections. His label is still young and started off with only a few employees, but it has gained respect in the fashion world. It is the naïve simplicity of his designs and the surrealist underlying that make his brand memorable. While other designers struggle to be heard even though their designs are loud and often flamboyant, Jacquemus finds solitude in working in the thin space between commercial and conceptual fashion–a niche that especially the youth of today buys into.
However, something that I keep wondering is why do most of us know this brand? What makes it so relevant, even though it is so simple? And I believe there is one simple and intrinsic answer behind this question: Instagram. His social media presence is quite strong; his feed is aesthetically pleasing, almost dream-like. It catapults you into a different world. A world where Instagram no longer looks like a selling platform, but it rather portrays photographs that celebrate life, sexuality and love, giving the brand an edge. The consumer nowadays buys into ideas, into feelings, into an image and that is exactly the brand image Jacquemus reflects on his social media strategy. To sell a lifestyle, not a product.
“IMAGES” BY SIMON PORTE JACQUEMUS
Besides his designing, Jacquemus recently published a photography book that is based on the 85.041 pictures and 22.739 videos from his iPhone’s camera roll. During the Covid lockdown in France, he chose a collection of 321 photographies off the book that he thought described him, his work and his life best. Although hesitant at first, Jacquemus did not fail to impress me. This work of art called “Images” is a visual summary of Jacquemus’ life over the past 10 years. Just like his Instagram, these pictures demonstrate his lust for more. The aesthetic of life in the south of France reflects the simple poetry for everyday being. A aesthetic that now defines his work, and future and past collections.
Overall, Simon Porte Jacquemus has achieved incredible things since he entered the fashion industry. He creates wanderlust with his designs, lightness and jauntiness. He embodies a designer of this generation; he sells and image a dream all while not losing his individuality. His fashion I adore, his photography I adore, his shows I adore; I wonder what is next for such a young and raw talent? And I am certain that whatever it is, I will not be disappointed.
Below, you can appreciate JACQUEMUS’ latest collection titled “L’Amour”.
JACQUEMUS SPRING/SUMMER 2021 COLLECTION
