Jacquemus and Apple collaborate to digitalise French fashion

If Simon Porte Jacquemus and his eponymous brand have accustomed us to ever more sensational campaigns, runway shows featuring magical pieces in enchanting locations, and a storytelling so strong and captivating that we fall in love with every idea of his before it even comes to life, today, the French designer has pushed the boundaries of fashion even further. While preparing for the presentation of his men's collection FW25, which will be unveiled on January 26 during Paris Men's Fashion Week, the young French designer has just dropped a little teaser about it. Well, maybe not such a little teaser after all, as Jacquemus announces that he will present an innovative approach to fashion next week (to say the least). Indeed, the Côte d'Azur and its shades of blue meet American technology in Jacquemus' new collection. The save-the-date for the brand's FW25 collection, scheduled for January 26 at Paris Fashion Week, hints at an unexpected collaboration with the digital giant: Apple.

To celebrate its return to the Paris Fashion Week calendar, the brand will unveil a groundbreaking way to capture runway shows live using the professional camera system of the iPhone 16 Pro Max. Entirely filmed on iPhone, the video showcasing the collection’s pieces will be presented in slow motion with exceptional cinematic quality, thanks to Dolby Vision recording in 4K at 120 FPS. Detailed shots, including close-ups and runway photos, will be captured with the 5x telephoto lens. On-site, a specially designed installation will seamlessly integrate the iPhone into the scenography to provide guests with a unique interactive experience. After Balenciaga and its virtual reality headset already designed by the Californian company, this partnership between Jacquemus and Apple perfectly illustrates the meeting of fashion and technology, blending the slow, soothing rhythm of the South with the speed of today’s technology. If the preview published by the brand yesterday already offers a clear glimpse of the revolutionary whirlwind surrounding the designer's FW25 collection, we can’t wait to discover all the surprises Jacquemus has in store for us next Sunday.