Jacquemus Have Taken Over Indie Beach Club
Postcards from Saint Tropez
Just when you thought Jacquemus couldn’t supply much more whimsy, the brand has taken to Instagram to hard-launch their return to Saint-Tropez this summer. Simon Porte Jacquemus is no stranger to virality, substantially relying on online exposure to push sales and using creative content as a promotion tactic. In the usual over-the-top fashion, marketing strategies featured oversized cocktails, yellow parasols and novelty sunburn.
The Saint Tropez takeover includes the unveiling of a boutique, a restaurant, a beach club and beach pop-up, all open through the course of summer. It provides a space to showcase the recent ‘Les Sculptures’ collection and beachwear alongside the newly crafted ‘Les Rayures’ collection. Never shying away from a publicity stunt, Jacquemus are also retailing personally designed merchandise including beach rackets, magnets, postcards and travel mugs.
Signature striped upholstery has occupied the popular Place des Lices café La Renaissance. The refurbishment also comes with a refreshed menu curated by chef Ella Aflalo — expect colourful, fragrant bites — lighter, café offerings will be administered by sous chef Ana Maria Cadena.
After grabbing a bite, consider a trip to the infamous Indie Beach Club, which saw the Jacquemus flag fly high last year, when the yellow striped parasols were first pitched. With the new season comes a refreshed green candy stripe, furnishing the sandy beaches of the French Riviera.
Under the Riviera sun, there is a fascination with the brand’s whimsical legacy and the joy it brings … maybe it’s time to add Saint Tropez to the summer bucket list.
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