Jacquemus opens a flower shop in Paris

It's simply called Les Fleurs Jacquemus' flower shop that, starting tomorrow and until April 3, will sell decks of buttercups wrapped in fabrics left from the brand's past collections. The project will take place in collaboration with the Les Fleurs de Paul store and the Yoann et Marco media agency. The only bad news (if you are not based in Paris) is that the store's orders, which must be made online on the brand's official website, will be exclusive site-specific in Paris. Once ordered, the flower bouquets can be delivered home or picked up on-location in the 18th arrondissement.

The social initiative is yet another proof of how Jacquemus is a master of connecting to the community of his brand, perfectly communicating its aesthetics and, at the same time, maintaining a completely simple strategy with an artisanal flavour that enhances its authenticity. Among Jacquemus's other extra-fashion initiatives was the opening of a café/restaurant and the publication of books with personal images taken by the designer with his iPhone.