Simon Porte Jacquemus has never played by fashion’s rules. At just 34, the French designer has become one of the industry’s most compelling storytellers — not merely through his collections, but through the way he presents them. For Jacquemus, marketing is not an afterthought. It is the show, the story, the landscape, and, ultimately, the emotion. He has reimagined how luxury can look and feel in the digital age, building a brand where narrative is as powerful as design.
“Jacquemus doesn’t just sell clothes. He sells a feeling — a memory dressed in fabric.”
The Runway as a Global Stage
Where other designers see a catwalk, Jacquemus sees a cinematic canvas. His shows are no longer confined to the front row; they are crafted for the world to watch — and repost.
Spring 2020: Models drifted through lavender fields in Provence, the purple haze becoming one of fashion’s most shared images of the decade.
Fall 2021: A golden wheat field became his runway, where rural minimalism met haute couture.
“Le Raphia” 2023: Palm trees and raffia transformed a Parisian space into a surreal mirage.
Each production was both collection and campaign, runway and marketing film, with Instagram acting as the true front row.
“Jacquemus turns landscapes into catwalks — and Instagram into his audience.”
The Viral Mini Bag
When Jacquemus introduced Le Chiquito, the bag so small it could barely fit a lip balm, he created a cultural moment. The absurd scale made it irresistible online. The bag became a meme, then a collectible, then an icon — photographed on influencers and celebrities alike.
Why it worked:
- Humor made luxury less intimidating.
- Its proportions made it irresistible on Instagram.
- Stars like Lizzo and Kim Kardashian amplified its reach.
In turning a joke into a phenomenon, Jacquemus demonstrated that even luxury can go viral with a wink.
Instagram as a Diary
While legacy houses curate their feeds with perfection, Jacquemus has chosen intimacy. His Instagram feels personal, filled with candid snapshots, sunsets, selfies, and playful captions. This openness blurs the line between brand and man, making followers feel like insiders.
During the pandemic, his low-fi teasers — shot at home, without budgets or gloss — drew more engagement than polished campaigns. Authenticity, not perfection, became his strategy.
“In a world of filters, Jacquemus built trust with raw honesty.”
Celebrity Power, Reimagined
Jacquemus’ approach to celebrity is carefully calculated yet natural. Dua Lipa headlined his “Le Papier” show in 2022, sending shockwaves through fashion press. Kendall Jenner astride a horse for a campaign went viral instantly. Bad Bunny wearing pink Jacquemus blurred gender lines while igniting Gen Z imagination.
Rather than endorsements, these appearances feel like cameos within the Jacquemus universe — authentic, cinematic, and impossible to ignore.
Luxury for a New Generation
While firmly positioned in luxury, Jacquemus is more accessible than Parisian heritage houses. His playful accessories — like the Bambino bag priced under $900 — invite younger audiences into the world of high fashion without the barrier of $5,000 price tags.
The result is a rare balance: aspirational yet inclusive. Owning Jacquemus feels less about wealth and more about belonging to his story.
“Jacquemus proves that modern luxury isn’t about price. It’s about participation.”
The New Blueprint for Fashion Marketing
Simon Porte Jacquemus has become more than a designer. He is an architect of emotion, a storyteller of landscapes, a master of virality. His collections live on bodies, but his brand lives in memories, in images, in the endless scroll of Instagram feeds.
By weaving intimacy, humor, and spectacle together, he has rewritten the rules of fashion marketing — and the world is watching.
“Jacquemus isn’t just a designer. He’s a storyteller, an entertainer, and one of the sharpest marketers in fashion today.”