We are living in Simon's world...
- paulinemongo01
- Aug 24
- 4 min read
Updated: Aug 25
Today I wanted to change a little bit and to feed the "fashion" section of my blog. So to get started, I decided to talk about a brand I'm currently obsessed with : Jacquemus.
So, for those of you who don't know, Jacquemus is a brand founded in 2009 by the fashion designer Simon Porte, also known as Simon Porte Jacquemus, in the memory of his deceased mother.
With various and diverse inspiration sources such as photography, movies, fine-arts or even sculpture, Jacquemus found a way to rise above and to find its place among the biggest names.
Now, even if the background story of the brand itself or the designer behind it's idea might seem fascinating, because we are on my blog, I'm going to develop the "why I like this brand" aspect more.
As many people will probably agree with me, the first thing that draws me to the brand are the pieces themselves. And by pieces, I mean everything — the clothes, the shoes, the bags, even the accessories. Why? Because they’re simple, but never boring. Jacquemus has, in my opinion, this unique thing for turning simplicity into something fresh and original, whether it’s through unexpected patterns, playful colors, or just a subtle twist that makes the whole design stand out.
For instance, just think about that stunning white see-through dress from the "LE PAPIER " collection, the one Dua Lipa wore at the designer's wedding. The cut, the open back, the halter neck, the sheer fabric — it’s simple, yet completely breathtaking. That’s exactly the kind of effortless boldness I admire in Jacquemus.
Another piece I can’t help but mention is the La Maille Pau cardigan. Its asymmetrical fit immediately stands out, and while it also exists in more basic, neutral tones, this particular version with layered colors really caught my eye. It adds just the right spark to an outfit — playful but still elegant
As incredible as the pieces are, they’re not, in my opinion, the most eye-catching or interesting thing about the brand. What truly sets Jacquemus apart for me — and what we can’t overlook when talking about it — is their creative campaigns.
Every single one of their ads and campaigns carries that signature "Jacquemus touch". Some are more elaborate than others, but most of them follow the same thread we see in their clothing: simple, yet never boring. Whether it’s a fashion show, the launch of a new collection, the opening of a boutique, or even a pop-up event, everything Jacquemus does feels carefully imagined, fresh, and beautifully executed. Their advertising is the kind that makes you think: no one else could have dreamed it up until Jacquemus actually did it. I mean, who else would turn a giant Le Bambino bag into a floating marketing buoy ?
If I absolutely had to choose — which I really can’t — my favorite campaigns so far would be the Los Angeles boutique opening, the Avenue Montaigne popcorn pop-up and the Galeries Lafayette fashion show invites.
I know the banana motif has been a recurring theme in Jacquemus’ history, but turning it into a banana-shaped car driving through the streets of L.A? Pure genius. (And the fact that the entire boutique is decorated in banana-yellow tones just makes it even better.)
Another thing that never fails to amaze me is how perfectly Jacquemus chooses the personalities for their campaigns. They always seem to know exactly who will get people talking. For example, when everyone became obsessed with the TV show The White Lotus — and especially with a character named Greg (or Gary), played by Jon Gries, it didn’t take long before Gries started popping up in Jacquemus campaigns. The same goes for French footballer Jules Koundé: at the exact moment he was making headlines worldwide for his impeccable fashion sense... boom : Jacquemus campaign. That’s what I mean when I say their sense of timing and cultural awareness is simply unmatched.
To wrap up this article, I wanted to talk a little about Simon himself.
One thing that, in my opinion, deserves more attention is the brand’s name: Jacquemus. Why? Because I don’t think a brand name has ever suited a brand THIS perfectly.
Here’s what I mean: Simon, even though it’s his mother’s name, is known as Simon Porte Jacquemus — and I find that incredible. He is, quite literally, the personification of his brand (or maybe the brand is the objectification of him, I’m not sure). From the way he dresses, to how he organizes and designs his stores, to his Instagram feed and the way he captures moments — everything about him screams Jacquemus.
Even though I don’t know him personally, I see him as "the friend who finds everything aesthetic." He’s basically the ultimate Insta photo-dump boss. It's like his everyday life could be a Jacquemus ad.
At the end, we can all agree to say that Jacquemus isn’t just fashion; it’s Simon’s world — and we’re lucky enough to get a front-row seat. (still waiting for mine, by the way)
Drop your thoughts in the comments below — or suggest another brand I should obsess over next. And if you’ve got any burning questions about literally anything, you know where to find me on Instagram !
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