Jacquemus at Paris' largest flea market

Although Paris is full of flea markets of all kinds, ranging from antiques to clothing and books, there is one that everyone agrees on and which hides many treasures for all tastes, all colors, and all budgets: the Saint-Ouen market. Comprising a total of 12 small different markets spread over 7 hectares, it attracts no less than 11 million visitors per year and brings together some 1200 antique dealers. In short, it has everything to please, and it is therefore only natural that it is celebrated as it should be. That’s why on September 26, the annual Saint-Ouen Flea Market festival will take place, and this year, with the theme "Corpus, the language in the arts", it promises to be particularly pleasant and aesthetically interesting. Indeed, the market has gone all out and called on the genius of fashion and marketing, whose white cream, South of France, and French dolce vita DNA is recognized worldwide: Simon Porte Jacquemus. The market gave him carte blanche to create an original installation made up of pieces carefully selected from the treasures of the flea market's merchants. 

A choice that doesn’t seem so trivial after all, when we know Jacquemus’ background in marketing campaigns and his passion for art, decoration, and architecture, which he almost systematically integrates naturally and spontaneously into his shows. He even chose to title his latest show Les Sculptures, held a few months ago in the exceptional setting of Casa Malaparte in Capri, one of the most extraordinary and controversial architectural works of the 20th century. He has also played many times with architecture and layout when opening his various pop-ups, such as Le Bleu, a pop-up opened at London’s Selfridges department store, disguised as a swimming pool for a few weeks. Even outside his shows and various projects, a simple glimpse at the Jacquemus offices in the heart of Paris or even at the young creator’s personal Instagram account, through which he shares snapshots of details from his daily life including old furniture found at flea markets or a room arranged in the image of his aesthetic, is enough to understand his love for art and everything that surrounds it. 

But the main reason why the designer was approached by the city of Paris for the market festival is probably his talent for advertising campaigns. Indeed, the young designer rarely limits himself to a simple commercial or fleeting Instagram post, often employing major means to make a lasting impression on his audience. He does not hesitate to use the streets and street marketing, like when he paraded giant Bambino bags through the streets of Paris last April. During the Olympic Games, he released a campaign showing the result of what happens when sport and fashion intertwine, bringing to life life-sized bags competing on a track, models in three-piece suits with sunglasses trying skiing pulled by a tractor, or attempting table tennis with a blasé look, all set in the ever-idyllic and typical backdrop of his beloved South of France. More recently, he produced his first-ever commercial for the launch of his collaboration with Nike, featuring internationally renowned stars like Central Cee, Serena Williams, and Tina Kunakey. It is therefore clear that with Simon Porte Jacquemus as the creative director of the operations, the market will benefit not only from an installation that's certainly sublime and original, but also from unprecedented visibility, even though it's already reaching impressive levels of popularity. 

And this is excellent news, because appart from giving birth to a beautiful art collaboration, this project especially means an alliance between luxury fashion and second-hand. Although second-hand shopping and the art of thrifting are booming, and the global vintage market was estimated at 105 billion euros a few months ago, it remains little considered by most consumers who choose the ease of fast fashion and a quick trip to Ikea. "Les Puces are an endless source of inspiration, a place where history and creativity meet,” explains Simon Porte Jacquemus. "For me, thrifting at Les Puces is an act of creation in itself. The base of a chair can inspire the design of a shoe. Fashion and architecture are consubstantial.” A statement and collaboration that could influence even the most hesitant to dive into the world of thrifting, especially considering the 4 billion tons of CO2 equivalent generated by the textile industry each year. To see the result of the work done by Simon Porte Jacquemus, meet on September 26 from 7 pm at Rue des Rosiers, 93400 Saint-Ouen.