Jacquemus' Latest New York Pop-Up Campaign Proves Once Again: The Marketing is Unmatched
Jacquemus reinvents fashion marketing with storytelling and bold campaigns.
Ever since it went viral for its dreamy show venues (we all remember the iconic lavender field) and the video of the famous Bambino bags racing down the streets of Paris, Jacquemus has become synonymous with more than just fashion—the brand is pioneering a new era of marketing driven by storytelling. The campaign for its latest pop-up store, which opened in New York just last week, is yet another perfect example of how Jacquemus sells its collections by inviting customers to immerse themselves in a world carefully crafted around the brand’s aesthetic.
Despite gaining significant notoriety in recent years, with sales reaching 280 million in 2023, Jacquemus remains unwilling to rely solely on traditional billboards to promote its latest collections or pop-up stores. And why would it be when the surrealist marketing approach frees its campaigns from the constraints of billboard frames, allowing them quite literally to walk the city streets? This time, models hit the streets of New York City, the North American fashion hub, with giant coffee cups and strolls through Central Park in Jacquemus' latest collection. From a deflating Statue of Liberty inflatable to a child dressed as the Times Square tower, the playful campaign reimagined iconic NYC landmarks, all captured on the brand's Instagram page.
Jacquemus is no stranger to using the visual platform as a pivotal tool for its unconventional marketing campaigns. The photo dumps, often announcing a new show or pop-up, feature cityscapes punctuated by oversized surreal props, CGI-based videos of bag-boats or trams, and branded items like the Jacquemus ski gear (for the Courchevel pop-up in the French Alps ), crafting a cohesive narrative for followers. This storytelling technique extends to their pop-up stores, like the one at Galeries Lafayette in March 2023, which I was lucky to visit. Stepping inside felt like being transported directly into the Jacquemus universe, where every element referenced an iconic brand moment— from the life-sized toaster (a playful nod to the bread and butter invitations for the store’s opening) to the giant washing machine installation, reminiscent of the 2021 Jacquemousse campaign, where you could even take photos (which I did, of course!).
What truly elevated the experience, though, was the Jacquemus café and flower shop, where people queued up only to take a photo of their Jacquemus-branded coffee and bouquet of tulips. This strategy of integrating fashion into everyday moments while encouraging clients to participate in the brand’s social media marketing was also used in the campaign for the New York pop-up. A few days before the store’s opening, Jacquemus created a lifestyle experience by serving breakfast—orange juice and a croissant in a brown paper bag shaped like the new “Rond Carré” clutch—from a truck that had the same clutch design. What could be more tempting than a chic, Jacquemus-branded breakfast you may ask yourself? Maybe the chance to win the new bag, as one croissant bag contained a ticket redeemable for the actual clutch in-store. It’s a genius marketing trick that had people seeking out the truck (I know I would’ve).
One thing is clear: whether it’s the unique experiences crafted for pop-up stores, the visually pleasing social media photo dump campaigns, or even the chef’s-kiss choice of TikTok sounds (check their latest TikTok), Jacquemus’ avant-garde marketing forms the unshakable foundation of its identity. By taking risks, the brand remains at the cutting edge of the fashion world, not just through designs but through unforgettable experiences.
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