In 2009, Simon Porte Jacquemus launched a brand in Paris at the age of nineteen. He named it after his late mother’s maiden name to honor her sudden passing. Jacquemus began simply as a tender tribute to a single person.
When the brand leaped onto the global stage after winning the Special Jury Prize at the 2015 LVMH Prize, the public was not always entirely serious about it. Seeing extreme proportions, such as the micro 'Le Chiquito' bag barely the size of a palm or massive straw hats entirely covering the face, many dismissed it as a merely playful and lighthearted label.
Yet, after cleverly capturing the world's attention with these quirky elements, Jacquemus confidently began to weave a much deeper narrative. Never losing its signature kitschy wit, the brand solidly built its collections upon fluid materials and vibrant colors that radiate the warmth of the South of France.
As Samsung C&T Fashion Group began officially importing the brand here in Korea, my interest in Jacquemus grew even more.Ever since I discovered the brand, it has claimed the largest share of my wardrobe.
The 26SS preview held in the Sogong neighborhood of Seoul this past February was a moment that only deepened my affection for the brand. In that private space I was lucky enough to visit, I was not just looking at the upcoming pieces. I was able to fully immerse myself in the history Jacquemus has so stubbornly protected and the warm message they intend to share.
Seeing the effortlessly draping silhouettes and the meticulously refined space firsthand, I could physically feel the very essence of that Southern French leisure they always speak of. This unwavering authenticity, hidden beneath all the glamorous titles, is exactly why we find ourselves so deeply drawn to Jacquemus.
Even the refreshing glass of lemonade and desserts served at the preview perfectly captured the brand's sunlit mood. Just like the lingering warmth of that afternoon, I hope the gentle breeze of the South of France finds its way into your everyday life, wherever you may be.