Tea time at Jacquemus, with the opening of its first London boutique

Time for tea: just weeks after the opening of the first Jacquemus store on the American continent, the French brand is now making its way to England. Located in the heart of London, in the Mayfair district at 33 New Bond Street, the Jacquemus boutique opens its doors this Friday, November 15th, welcoming British customers eager to own a piece of the southern sunshine beloved by its creator. While the building that now houses this new opening was once an art gallery, its 332 square meters transformed to evoke a Mediterranean atmosphere will now hold the sunlit creations of the young French designer. This new Jacquemus expansion, far from its roots, further solidifies the young creative's desire to break away from his origins and enter a market (almost) unknown, where he might feel right at home.

If last month New York customers were greeted in the boutique with a croissant and orange juice, today, a warm cup of tea awaits future London customers. Like the New York boutique, the New Bond Street store celebrates art and craftsmanship by showcasing a selection of pieces chosen by Simon Porte Jacquemus himself, with a modern aesthetic that always evokes his beloved Provence, featuring its comforting softness, neutral tones, and Jacquemus' signature banana yellow accents. Across the four floors, bags, leather goods, and accessories (on entry) are displayed like works of art, followed by the men's ready-to-wear collection on the first floor and women's on the second. The top floor serves as a cozy retreat for VIP clients seeking a touch of privacy.

This little bubble of modernity and comfort marks a turning point for the French brand, well-positioned to continue its conquest of an international audience already enamored with its French DNA and craftsmanship. Recently, Simon Porte Jacquemus confirmed he was seeking a minority investor, proving once again that the brand is not content to limit itself to its loyal followers or remain within French borders, but rather that a significant growth trajectory is brewing within the 8th arrondissement office in Paris. Nevertheless, with its new openings, Jacquemus presents a strategy of refreshing authenticity. While the new stores are outside Europe, where shopping, consumption, and style codes often differ, they blend seamlessly into foreign environments like a chameleon, while remaining true to Simon Porte Jacquemus, his ideas, creations, and aesthetics. After conquering Europe, the United States, and England, the question now is what project will come next for the brand and which city is next on its bucket list.