Jacquemus Enters A New Era With It’s Most Elevated Collection Yet
The AW22 collections is “raw, simple” and “poetic”.
When discussing his eponymous brands Autumn/Winter 2022 show Simon Porte Jacquemus calls it “a new era” for the brand. The show took place in the dystopian style salt mountains of Camargues, South of France on Monday. The collection is reflective of the setting with a neutral palette of whites and creams across the 70 men’s and women’s looks. The designer’s approaching nuptials was a significant inspiration with white tulle and delicate fabrics interwoven with utilitarian styles.
The ’instagrammable’ moon like set resembled something out of ‘Star Wars’ and setting up the catwalk saw 180,000 tons of salt being moved across the space of a month. Victoria Beckham flew to the South of France specifically for the ‘Le Papier’ show and described it as feeling like “I am in a dream”. Other guests included 'Bridgerton' star Simone Ashley, Singer Jorja Smith and Influencer Bretman Rock.
The neutral palette was in glaring contrast to the bold and bright ‘Le Splash’ collection that was presented in Hawaii during March this year. The brand has seen a slew of success post lockdown now occupying three buildings in Paris and currently employs 150, set to be 200 people by September. According to industry sources, the brand is on track to reach 200 million euros in sales this year. The show also featured sneakers from the widely popular Nike collaboration which saw the Jacquemus website crash.
When talking about the brands future Jacquemus said “I still have the same dream: I want to work for Jacquemus and Jacquemus is a big house. I want to be the name of my generation.”
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