Jacquemus opens its very first New York shop

The day started off well for New Yorkers in Soho today. With a croissant, orange juice, and the chance to win a "square round" bag, Simon Porte Jacquemus welcomed the first customers to his brand-new store in New York, located at 143 Spring Street, which opened its doors today. After establishing retail points across the globe, from his beloved Paris and Saint-Tropez to Dubai and Courchevel, it was only natural that the Provence-born designer chose the Big Apple, a timeless fashion hub, as the next host city for one of his stores known for their unforgettable aesthetic. 

A crucial and strategically thoughtful choice, because if a few years ago Asia was the ultimate target audience for fashion and despite his love for Europe and especially France, North America represents today a significant potential clientele for the brand. The luxury goods market in North America was expected to reach USD 103.10 billion in 2024 and grow to USD 145.08 billion by 2029, with a 7.07% growth rate over the forecast period. While America offers a lot in fashion with iconic brands like Ralph Lauren, Vera Wang, Tom Ford, and The Row, American audiences seem to be captivated by the French touch that makes Jacquemus one-of-a-kind. Just this year, Jacquemus received the Neiman Marcus Award for Innovation in the Field of Fashion, an award from the Couture Council of The Museum at FIT, a curation at Christie’s, and a keynote at Vogue’s Forces of Fashion—a series of accolades exclusively won in America. Though already available in major department stores like Saks and Nordstrom and a regular at pop-ups, this marks the first time the brand settles in a permanent retail space fully dedicated to its creations. 

In addition to the branded croissants, Jacquemus also launched a campaign in his signature style to spread the word. He once again collaborated with photographer Tom Kneller (who previously worked on his recent campaign featuring soccer player Jules Koundé) for photos centered around love—and, of course, New York. To keep the festivities going, the food truck distributing free Jacquemus-branded breakfasts will be around until October 20. So, if you're around, it’s not too late to taste the world’s most glamorous croissant, wander among the Chiquito bags and dresses from the "Les sculptures" collection that have just found a new home, and say hello to everyone’s favorite southern French designer.