The latest face of Jacquemus campaign is his grandmother

Following Bella Hadid, Rosalía, Steve Lacy and Barbie Ferreira, the latest "it-girl" to take part in Jacquemus "Le coup de soleil" Spring/Summer 2020 campaign is nonetheless his grandmother. 

In a series of selfies and pictures shot with a smartphone that Jacquemus posted a few days ago on his brand's official Instagram account, Madame Liline reinterprets some of the items from her grandson's latest collection and perfectly incarnates the brand's spirit. The setting is once again a beautiful French garden, full of plants, flowers and pastel colours: it is a real Eden garden that Jacquemus sneak peeked a lot in the past few months, as a part of his smart social strategy. 

Despite having shown the first limits, Jacquemus SS20 campaign has been the first DIY that opened the doors to all the other "home-made" shootings that are taking over Instagram, including the last one by Gucci entitled The Ritual. Though, if Bella Hadid and the rest of the influencers were shot on FaceTime with photographer Pierre-Ange Carlotti to supervise their work, in this case, the pictures were taken directly by Simon Jacquemus himself, always standing at the right safe distance. 

In the past few months, Jacquemus has been very able in his brand's communication strategy. His Instagram account has always been both personal and professional: that is why during the lockdown he posted many more personal contents. His grandma's pictures are perfectly in line with this plan: they keep on shortening the distance between the designer and his public and, once again, confirming the great foresight of Simon and his team.