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https://www.lectra.com/en/library/jacquemus-how-the-fashion-house-out-shadows-the-luxury-industry#:~:text=While%20its%20competitors%2C%20such%20as,even%20exceed%20half%20of%20it.

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Women Denim Jeans 2021: What's the Trend?

If there is one type of clothing everyone has in their wardrobe, it's a pair of jeans. Since its inception in 1873 by Levi Strauss, the fabric has been used for more than just denim pants. Whether one has many pairs or only one, everyone knows denim will never go out of style. However, some cuts or fits might. Let's discover with Retviews what types of denim are trendy in 2021.

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Jacquemus: How the fashion house out shadows the luxury industry

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Women Denim Jeans 2021: What's the Trend? If there is one type of clothing everyone has in their wardrobe, it's a pair of jeans. Since its inception in 1873 by Levi Strauss, the fabric has been used for more than just denim pants.

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https://fashionista.com/2020/07/jacquemus-spring-2021-collection-l-amour

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Photo: Courtesy of Jacquemus

If fashion is about fantasy, Simon Porte Jacquemus's fantasy is that the world isn't actively battling a pandemic and luxury is worth the indulgence, even in an economic recession. On Thursday, Jacquemus presented his Spring 2021 collection via a live runway show complete with a socially-distant audience in a wheat field about an hour outside of Paris.

Entitled "L'Amour," the show was inspired by the way that love "can endure - sometimes even grow stronger - in the absence of people being together," said Jacquemus in a release. "Not long after my team was separated from each other, we were all in our homes feeling the desire to work, and a new vision of the collection emerged. We became a human chain, every step of the creative process executed with love."

He added that the decision to combine menswear and womenswear into one collection shown twice a year "ended up saving us this season" as the brand had already received its fabric orders before lockdown began.

"Deciding to go ahead with our usual collection schedule and with a show is at the heart of our visual identity, our commercial strategy," Jacquemus claimed. "With this smaller collection, presented mainly to our family and friends" - though some of the models, it should be noted, seem to have been flown in from other countries - "we bring our interior worlds out into the open, interpreting the humble fabrics and objects we live with that have their own poems to tell."

The collection was chock-full of Jacquemus signatures. There were slinky dresses with sexy straps showing up in unexpected places, and microbags in a range of shapes and materials. This season, the latter also got a few updates - tiny bags made of wicker, a leather picnic accessory that carried a single dinner plate and a tiny leather basket-like bag full of strawberries all made their debut. Menswear featured subtly asymmetric jackets and detailing made to look like wooden tableware, and the whole collection was colored in muted tones that felt of a piece with the wheat field background.

See the full Jacquemus Spring 2021 collection in the gallery below.
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Jacquemus Debuted Its Spring 2021 Collection on a Live Runway in a Wheat Field

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If fashion is about fantasy, Simon Porte Jacquemus's fantasy is that the world isn't actively battling a pandemic and luxury is worth the indulgence, even in an economic recession. On Thursday, Jacquemus presented his Spring 2021 collection via a live runway show complete with a socially-distant audience in a wheat field about an hour outside of Paris.

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https://wwd.com/fashion-news/fashion-scoops/jacquemus-shifts-to-in-season-model-with-coed-show-on-june-1234844379/

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NEW SEASON: Maintaining his tradition of showing outside the official Paris Fashion Week calendar, Simon Porte Jacquemus said Monday that he plans to unveil a coed collection on June 30 that will be available to buy immediately after the show.

The designer has not staged a runway event since his spring 2021 show in July 2020, held in a wheat field about an hour outside of Paris. He declined to disclose the location of the upcoming event, which marks the brand's shift to a seasonless approach with a collection titled "La Montagne."

"This particular year has encouraged us to be true to ourselves and we wanted to share with you a fashion moment. It will present our shift to a more adaptive, modern and flexible approach. Our goal is to maintain the momentum between our presentation and product availability," the designer said in a statement.

"To us, this feels more relevant, more realistic. Our focus now is less seasonally specific. This collection will be available to purchase immediately following the show, with more releases to follow. True to our independent spirit, we want to embrace challenges as well as reinvention," he added.

For the last four years, Jacquemus - who has 3.4 million followers on Instagram - has shown off-calendar around the June men's season, guaranteeing maximum impact on social media. Paris Fashion Week for men's collections is scheduled to run from June 22 to 27 with six physical shows, including Dior and Hermès.

Known for his Provençal aesthetic, Jacquemus staged his first joint women's and men's event in 2019 with a 10th anniversary show in a lavender field in the south of France. Last year's show had extra resonance, as it was the only physical event of the summer following the cancellation of men's fashion week due to COVID-19.
See also: Men's Fashion Week in Paris Will Feature Six Physical Shows Jacquemus RTW Spring 2021 Jacquemus Taps Muse Laetitia Casta for Fall Images

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Jacquemus Shifts to In-Season Model With Coed Show on June 30

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NEW SEASON: Maintaining his tradition of showing outside the official Paris Fashion Week calendar, Simon Porte Jacquemus said Monday that he plans to unveil a coed collection on June 30 that will be available to buy immediately after the show.

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https://www.businessoffashion.com/news/retail/jacquemus-experiments-with-hybrid-pre-order-buy-now-model/

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The Parisian brand adopted a new merchandising model for its Autumn/Winter 2021 collection, which was presented to a live audience on June 30. Instead of taking wholesale orders after the presentation, key buyers were shown the collection in January and select pieces were available for purchase immediately after the show on the brand's direct-to-consumer channels and through its retail partners.

In addition to the items that are already available to ship, shoppers can pre-order certain pieces, and more styles will be released throughout July.

It's an evolution that reflects wider trends in the market, as more brands shift away from a seasonal approach and adapt sales channels in the wake of the pandemic. Jacquemus began experimenting with pre-orders last season.

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Jacquemus Experiments With Hybrid Pre-Order, Buy Now Model

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The Parisian brand adopted a new merchandising model for its Autumn/Winter 2021 collection, which was presented to a live audience on June 30. Instead of taking wholesale orders after the presentation, key buyers were shown the collection in January and select pieces were available for purchase immediately after the show on the brand's direct-to-consumer channels and through its retail partners.

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https://www.aharonk.com/the-power-simon-has-jacquemus-fw20-collection/

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Jacquemus’ FW2020: How Sustainability and Simplicity Fuse? - AHARONK

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Returning to his minimalist roots, and more ‘simple’ times. Jacquemus has always been that sense of simplicity, minimalist pieces, but sustainability?

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https://graziamagazine.com/me/articles/3-ways-the-jacquemus-show-pioneered-positive-change/

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Not only does Simon Porte Jacquemus' newest collection serve clean, classy and exquisitely French silhouettes, but it brings the fashion industry into a new age of responsibility, paying homage to the brand's moral code.

Launching the L'Amour line, Porte Jacquemus describes how his designs were inspired by "people gathered together celebrating love". A sun-washed colour palette, crisply modern shirts and elegant evening dresses combine with Porte Jacquemus' love of his team and the craft. Here are three ways the show embodied modern ethics:
1. It embraced size inclusivity:
Casting the likes of Jill Kortleve, Sabrina Karlsson and Lauren Frederick, Jacquemus strives to create a cast that embraces all body shapes. Donning crop tops and mini-skirts, these models bring truth to Porte Jacquemus' assertion that "a true celebration of L'Amour is universal".
2. It featured racial diversity
Porte Jacquemus mused, "What's so beautiful about L'amour is how it can endure - sometimes even grow stronger - in the absence of people being together". Even through the isolating moments of a worldwide lockdown, we can see examples of human connection not only surviving but flourishing.

With over 60 per cent of participants being models of colour, the show passionately embraces and displays our shared beauty. Not to mention the hushed tones of cream, taupe, black and pale blue-green beautifully flatter all skin-tones!
3. It championed sustainability
The authentic romance of the show, models floating sleekly through a wheat field, pairs elegantly with the company's environmental consciousness. Last year, it cut back to two shows a year (in January and June), both combining menswear and womenswear. This allows it to reduce production costs, wastage ands fabrics between men and women, taking mindful control of energy output and expenditure.

Now, this is fashion that cares about our future. You can watch the show here.
Photos: Lucien Pages and Instagram edited by Kathryn Rao

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3 WAYS THE JACQUEMUS SHOW PIONEERED POSITIVE CHANGE - Grazia Middle East

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Not only does Simon Porte Jacquemus' newest collection serve clean, classy and exquisitely French silhouettes, but it brings the fashion industry into a new age of responsibility, paying homage to the brand's moral code. Launching the L'Amour line, Porte Jacquemus describes how his designs were inspired by "people gathered together celebrating love".

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https://www.forbes.com/sites/samanthatse/2020/01/22/jacquemus-takes-on-sustainability/

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"It's the first time that I have designed a collection as if it were my last," designer Simon Porte Jacquemus said after his Fall 2020 show in Paris.

After celebrating his 10th anniversary in a lavender field in Provence that broke the internet last summer, the French designer opted for something more pared back for his fall 2020 runway show. Rather than a romantic location in the south of France or a space in the city with an elaborate set as he's done in the past, Porte Jacquemus invited his guests to La Defense Arena in the outskirts of Paris, where the surrounding architecture of modern skyscrapers and grey skies cast a dystopian vibe. Guests walked through a huge concert venue in the dark before arriving at a large white square that served as the runway.

This season, Porte Jacquemus wanted to adopt a more sustainable approach to his label. There were no physical invites and no sets. He also chose to show a co-ed show, which will showcase both collections twice a year, rather than four.

The success of his last show had the designer questioning himself and he struggled with "what am I doing in fashion? It's incredible what happened, but still, it's important to tell young people today: I am successful, but I still have doubts. So I decided to slow my company, to show just summer and winter. It's also a decision to make my company feel well, you know? We sat down and said, 'We have to do this with more sense-do we really need 100 fabrics when we could use 10?'"

Porte Jacquemus wanted his collections to feature more sustainable fabrics but when the manufacturer he had been working with for the past decade didn't have them, he used his buying power to change things, saying, "They didn't have a sustainable fabric that we wanted. Now, they do-because of the size of the order I can make."

"Things must make sense in all the procedures, reducing collections and cycles, returning to more sensible things, like in our grandparents' time," the designer added.

The co-ed collection was an exploration timelessness in shades of beige. French actress and model Laetitia Casta opened the show after almost a decade-long absence wearing a linen pencil skirt paired with an off-shoulder cropped cardigan, which set the tone for the show.

As with all of his shows, Porte Jacquemus' fall 2020 show was autobiographical. The skirt that Casta wore was a nod to the very first skirt he made as a seven-year-old boy for his mother Valérie, who has been central to the narrative of the Jacquemus brand. She passed away when he was 19 and when he launched his label, he named it after her maiden name, and each collection finds its way back to her.

"I was seven when I made a skirt out of a curtain for my mother, and she brought me to school wearing it," he explained.

Linen was a key fabric for his fall 2020 collection, which was shown in various iterations of beige from soft ivory to delicate ecru, with dove grey, butter yellow and a sandy taupe punctuated throughout. While muted shades was a strong focus, there were also pops of pink, violet, sage and blue-grey found in loosely structured suits, relaxed trousers and Bardot tops paired with khaki skirts.

The Jacquemus woman is often associated with a French Mediterranean sense of sexiness and this collection imbued the same allure despite the light palette. Bronzed skin peeked out from crop tops, strappy dresses, and micro mini skirts and shorts worn with thigh-high boots or paired with oversized jackets modelled by a superstar cast including Gigi and Bella Hadid, Liu Wen, Joan Smalls and Doutzen Kroes.

Guys followed with slouchy trousers with waistbands undone and trompe-l'oeil boxer shorts peeking out and puffer jackets with recycled filling.

"It's not the last one [show], but everyone goes through periods of doubt," he said. "The state of the world has made me question why I do this job, and my whole team felt the same. We wanted the collection to be much more meaningful."

And indeed it was.

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This season, Porte Jacquemus wanted to adopt a more sustainable approach to his label. There were no physical invites and no sets. He also chose to show a co-ed show, which will showcase both collections twice a year, rather than four.

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https://issuu.com/am.uwe/docs/jacquemus_brand_report_student_17516150

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An in depth brand report from when I was studying at London College of Fashion on the Fashion PR and Comms course.

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https://www.varsity.co.uk/fashion/19362

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A man fiercely loyal to his Southern French roots, Simon Porte Jacquemus' sun-kissed childhood has provided limitless inspiration for his cool and playful collections. A young designer known for his youthful yet mature style, the brand embraces an empowering optimism that radiates from his collections.
"We know me for my smile and my sunshine and my love of the seaside"
Jacquemus' co-ed SS20 show last summer, set in the lavender fields of Provence, brought him viral success along with 1.8 million new Instagram followers.

Inspired by painters such as Hockney, Jean Lurçat, Jean Royere and Henri Matissse, Simon wanted the collection to be "a painting within a painting, in a field. Provençal pop!" Still honest to his familial roots, the collection featured playful accessories like "granny's cake-tin" bags. His youthful approach provides a welcome form of escapism, and a nostalgic return to childhood.

It was his first collection where he showed menswear and womenswear together, "it was so much easier and a big pleasure for whole studio." The tailored jackets and shirts could be worn by men and women alike, celebrating both binaries of gender but also the in-between.

Always seeking to push himself further, the success of the spring show made him question, "what am I doing in fashion?" The young designer consequently took the decision to "slow down" and produce fewer collections per year, more sustainably. Like most things, his take on sustainability very much centres on his firm family values, "we have to think more like my grandparents did: we have tomatoes in the garden, so we eat tomatoes."

" We have to get back to something more pure and minimal, and I'm making clothes that will last"

In his AW20-21 collection, Laetitia Casta opened the show was inspired by the first piece of clothing he ever made. "I was seven when I made a skirt out of a curtain for my mother, and she brought me to school wearing it." The linen skirt which opened the show anchored the collection with the level of personal intimacy which Jacquemus imparts onto his designs.

Although loyal to his traditional French roots, Simon is not unawares when it comes to the modern market. Gathering together models and musicians, Jacquemus presents a campaign that tests what is capable under a global pandemic. Taking the limitations presented by lockdown in his stride, the designer presents a refreshingly candid campaign, offering a charmingly "webcam" quality of image. Barbie Ferreira's blissful smile, and Rosalía's quiet gaze are a welcome change from the usual model 'glare'. These pictures, slightly blurry and without undergoing the usual reams of adjustments and manipulations, lend a greater reality and sense of authenticity.

It's not the first time Jacquemus has proved he has the know how to hack the young fashion market - as proven with his quasi-ridiculous micro-bag campaign, as worn by Lizzo. She consequently "won the internet" by spoofing her own obsession with the tiny purse, and pulling a miraculous collection of objects from her tiny Jacquemus bag with Mary Poppins style.

Suitably, his most recent campaign star is his grandmother, and in his words, one of the "most special stories for me." The inclusion of his grandmother in his Instagram-renowned campaign befits everything his brand seems to encompass; moulding effortlessly to the modern virtual world, but keeping firm family values at heart.

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A man fiercely loyal to his Southern French roots, Simon Porte Jacquemus' sun-kissed childhood has provided limitless inspiration for his cool and playful collections. A young designer known for his youthful yet mature style, the brand embraces an empowering optimism that radiates from his collections.

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https://440industries.com/jaquemus-case-study-the-new-paradigms-of-the-designer-brand/

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Jaquemus Case Study: The New Paradigms of the Designer Brand - 440 Industries

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In this post, we're looking at Jaquemus and his innovative branding strategy, able to defy cliches.

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https://www.highsnobiety.com/tag/jacquemus/

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Jacquemus: What to Know About the Fashion Brand | Highsnobiety

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French designer Simon Porte Jacquemus sent a fresh breeze through Paris' front row, taking the fashion world by storm with his sunny disposition.

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https://www.businessoffashion.com/community/people/simon-porte-jacquemus

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Simon Porte Jacquemus started his own label when he was 19. Credited with bringing a freshness to Paris' fashion scene, his collections are deconstructed, surrealist and often "NSFW." Jacquemus takes archetypal French concepts like the Breton stripe and spins them on their head, working in the space between commercial and conceptual. He cites the Japanese brand Comme des Garçons as one of his referential points.

Jacquemus moved to Paris when he was 18 and briefly enrolled at the École Supérieure des Arts et techniques de la Mode. In 2009, a year after the passing of his mother, he launched his label under her maiden name, Jacquemus. He began working at the Comme des Garçons store in 2011 to finance his business, after gaining the support of Rei Kawakubo and Adrian Joffe .

His collections have a child-like spirit and sense of freedom, often featuring asymmetrical designs, oversized "stiff" silhouettes, experimental makeup and shoeless or topless models. The designer has his own studio off the Place des Vosges in Le Marais. In 2017, he was invited by the Maison Méditerranéenne des Métiers de la Mode to stage a catwalk in his native Marseille and his Spring/Summer 2018 collection, entitled "La Bomba," was picked up by some of the world's biggest retailers including Selfridges, Moda Operandi and Net-a-Porter. He has also launched a collection of footwear and handbags, as well as a men's line.

Jacquemus has a strong social media presence, helped by playful presentation of his images on Instagram, which he runs himself. In this vein, he published a photography book in tandem with the Spring/Summer 2014 collection - "La Grande Motte" - a reference to the Languedoc-Roussilon's seaside resort and his experiences there as a child.

His playful approach to pushing the boundaries of French fashion has earned him a finalist spot and a special prize at the LVMH Prize in 2014 and 2015 respectively.

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Simon Porte Jacquemus is part of the BoF 500

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The self-taught designer's playful collections has earned him a finalist spot and a special prize for the LVMH Prize in 2014 and 2015 respectively.