Why Jacquemus always gets it right

The communicative power of Jacquemus roars back in the brand's latest campaign, Winter Retreat, featuring one of Gen Z's most beloved top models, Alex Consani. The globalization and success of the maison stem from the fusion of its Provençal roots and its ability to capture and reinterpret contemporary trends in real time. This alchemy creates an equation where the constant vision serves as the fixed point, while the variability of current trends represents the variable. It is precisely the union of these elements that makes Jacquemus a masterful communicator: regardless of personal tastes, the brand demonstrates a unique ability to anticipate trends and embed itself into the collective cultural imagination. A significant example is the pioneering use of CGI in videos, which has since become a standard for many fashion advertising campaigns over the past two years. But who is behind the communicative phenomenon of Jacquemus?

Before becoming a recognized name in the fashion industry, Simon Porte Jacquemus was an aspiring designer who, with the simple help of an iPhone, narrated life in the French Provence through authentic and original storytelling. The brand recently opened a new boutique in London that, while staying true to the brand's identity, reinterprets classic elements of British tradition, incorporating objects like teacups and featuring the prestigious presence of the Queen's dogs in the store on opening day. Simon Porte Jacquemus's talent goes beyond innovative creative vision and extends to his ability to surround himself with a true dream team of creatives who share his vision. The designer has moved away from the solitary approach that characterized his early days. In the latest winter campaign, for instance, the collaboration with artists Lisa Jahovic and Sofia Alazzraki is reaffirmed. Jahovic's art, characterized by anthropomorphism that animates common objects, humanizes what is typically inanimate to create completely surreal campaigns, perfectly aligning with Jacquemus's communication style of "ironic luxury."

With marketing projects that have anticipated advertising trends now followed by many in the fashion world—such as using the surreal through CGI tools—Jacquemus has forged a new way of communicating luxury: simple, yet recognizable and distinct from all other competitors. What, then, is the key element ensuring Jacquemus's ongoing visual relevance and appeal? Its aesthetic, a pillar of the brand since its inception, or its ability to ride and modernize trends through a team perfectly tailored to the brand? Perhaps the answer lies in the synergy between these factors: Jacquemus's visionary intuition, the choices of his collaborators, and a meticulously planned strategy. But the true key to his success, especially among Gen Z, lies in his ability to reinterpret and internalize trends while always staying true to his identity, never altering the brand's DNA to conform to fleeting fads. With a trained eye and a clear vision, Jacquemus is a name that knows how to reinvent itself without ever betraying its Provence roots, continuously introducing novelties for its audience.