Jacquemus to show in Versailles

On 26 June, Jacquemus will present its new collection at the Palace of Versailles, following in the footsteps of other French Maisons that had chosen the palace of Louis XIV for the same reason, such as Dior for Fall Ready to Wear 2021, and Chanel for Cruise 2013. The decision by creative director Simon Porte to set the next fashion show in Versailles is part of the brand's new strategic expansion plan. It will not be the first time that Jacquemus' garments will be photographed in front of an evocative landscape, but this occasion represents a real challenge for the brand: trying to measure itself against giants such as LVMH and Kering, owners of the most established international luxury brands. 

Interviewed by WWD on the subject, Jacquemus CEO Bastien Daguzan emphasized that the decision to present a collection at Versailles does not stem from Maison's intention to compare itself to Louis Vuitton and Dior, but rather from the poetic inspiration that the designer has always had for this place. «We don't intend to take a literal approach,» Daguzan explained, «so it will be a slightly more poetic Versailles than the classic Versailles extolled by the big French houses.» The CEO also adds that the brand, unlike other big luxury names, is a major reference point for young people, so the event at Versailles might succeed in motivating visits from a new demographic. 

Exploiting a narrative closely connected to the brand's French roots, Jacquemus' collections have always been presented on unusual catwalks, from lavender fields to sunny beaches. The brand has managed to stand out in the fashion system thanks to its shows usually staged far from the major fashion capitals, having chosen from the outset to launch most of its designs during the warmer months of the year when the rest of the fashion system is usually less active. A few days before the 26th June show was announced, boutiques and beach clubs were opened in St Tropez, Portofino, and Como, a collaboration with Nike was launched, and one of the looks Simone Porte designed for Beyoncé on her world tour was unveiled.