Jacquemus is a French fashion brand which achieved an identity for its attractive silhouette, stunning accessories, modern and minimalistic designs which incorporate the brand’s South France tradition. Looking deeper on each of their collection, it reveals a composition between clean lines, neutral palettes, asymmetrical draping with exclusive cuts and oversized hats which have become a symbol to the brand.
For the Spring/Summer 2018 collection called ‘’La Bomba’’ the designer, Simon Porte Jacquemus mention on paper magazine his ideas which is ‘’ was really about the feeling of being at the beach all day and then coming back to this party at night’’. In the collection visualise a juxtaposition of a serene beach atmosphere. Emphasising relaxing place surrounds by the waves and the breezes, whilst express the vibrant and festive atmosphere of a social party being held at the beach. Therefore, it is shows that Jacquemus wants to blend the two dynamic situations together and melting together it tends to unite the overall atmosphere.
Furthermore, each product from the collection has its own statement on how appreciate a day at the beach. For instance, the sensual designs emphasise the sensuality of the female body by off the shoulder styles, asymmetrical details and various silhouettes. The extravagant hat, capture the elegance and the charm of the French countryside which can be symbolise the brand’s roots which gives a touch of Mediterranean lifestyle. Therefore, it becomes an image of the collection emphasising a deep sense of sophistication.
One of their noted accessories is Le Chiquito bag, frequently notice by celebrities in various occasions. Regardless of its ultra-small dimension’s bag, it has different silhouettes: Le Chiquito Noeud, Le Grand Chiquito, Le Chiquito Long and Le Chiquito Moyen. As I mention before the Le Chiquito bag is a unique design and easily to find. It has massive impact inside the fashion industry as being an innovative collection which start the tiny bag trend.
In conclusion, the brand adopts a storytelling through clothing and accessories with the significance of South France’s heritage whilst, attracting various consumers which enjoying its blending of minimalist aesthetics.
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