JACQUEMUS CASE STUDY
By Georgia Staden Laing Amara Hamilton Chloe Cavanagh Becca Ahern and Cezary Windorbski
JACQUEMUS CASE STUDY
TABLE OF CONTENTS
Brand Overview
3-12
Sustainability
13-15
Equality
16-19
Global Perspective
20-23
Conclusion Bibliography
25-26
List of Figures
27-28
Appendix
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JACQUEMUS CASE STUDY
“Je m’appelle Simon, j’aime le bleu et le blanc, les rayures, le soleil, les fruits, les ronds, la vie, la poésie, Marseille et les années 80.”
(Jacquemus, 2021) [Translation: My name is Simon, I love blue and white, stripes, the sun, fruits, life, poetry, Marseille and the 80s.]
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Fig 1. Jacquemus brand board.
JACQUEMUS CASE STUDY
BRAND OVERVIEW
Jacquemus
Jacquemus is a luxury fashion house founded in 2009 by Simon Porte Jacquemus. Jacquemus grew up in the small town of Mallemort in the South of France, eventually moving to Paris to pursue a further education within the fashion industry (Simon Porte Jacquemus is part of the BoF 500, 2021). At 19 he became an assistant stylist at Citizen K magazine, however it had always been a dream to develop his own label. During that same year, Jacquemus tragically lost his mother in a car accident, this prompted the creation of the Jacquemus brand, launching the label under her maiden name (Simon Porte Jacquemus is part of the BoF 500, 2021).
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BRAND OVERVIEW
JACQUEMUS CASE STUDY
“My strategy is obvious, to make a high-end clothing brand with strong visual impact, but the price is the price of the contemporary design brand”. (Jacquemus: How the Fashion House out shadows the Luxury Industry, 2021)
Whilst still being based in Paris the young designer promoted his collection by asking his friends to wear his designs during vogue’s fashion night out in 2010. A few years later this lead to him being invited to present his collection during Paris fashion week in 2012. His playful and determined approach to pushing the boundaries of French fashion has also earned him a finalist spot and a special prize at the LVMH Prize awards in 2014 and 2015. (Simon Porte Jacquemus is part of the BoF 500, 2021).
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BRAND OVERVIEW
Fig 2. Jacquemus’late mother whom is the heart and muse of the brand.
JACQUEMUS CASE STUDY
Reflecting back onto Simon Porte Jacquemus’ childhood it becomes evident that his mother played a huge role in the inspiration behind the heritage of the brand. He often describes her as his muse and channels her through each collection that is constructed and presented along the runway. Jacquemus embraces his childhood home and the culture surrounding him, this is visible through the beautifully designed runway sets used to showcase each collection, based in the south of France.
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JACQUEMUS CASE STUDY
Fig 3. Jacquemus in his childhood wearing a dress.
BRAND OVERVIEW
“I spent my childhood in your skirts, dresses and heels. I spent my childhood dreaming that everything was possible”. (Jacquemus, 2021)
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BRAND OVERVIEW
Fig 4 and 5. Jacquemus oufit examples.
JACQUEMUS CASE STUDY
Fig 6 - 8. Jacquemus colour palette research by Amara Hamilton.
Jacquemus designs minimal and effortless collections consisting of dresses, skirts and blouses. The designer focuses on body conscious fits, accentuating the beauty of a woman’s body, as well as timeless boxy style blazers and trousers, statement pieces which are classic enough to be kept and reworn for multiple occasions. “I think we have to get back to something more pure and minimal, and I’m making clothes that will last. Beyond the glam of the runway, that’s a part of the Jacquemus message that deserves to be heard”. (Mower, 2021)
The designer focuses on using warm vibrant colours as part of the brand aesthetic thus connoting a fun, carefree vibe to the collections.
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BRAND OVERVIEW
JACQUEMUS CASE STUDY
BRAND ONION
VALUES Jacquemus values family above all else within the brand. He draws inspiration from his childhood home and utilises family members in his campaigns and shows (Blanks, T. 2015.). His late mother is the muse to his collections and the namesake of the brand (Lau, S. 2016). He also focuses on natural fibres within his collections, though does not claim to be sustainable. He describes his philosophy as more “like (his) grandparents... we have tomatoes in the garden, so we eat tomatoes.” (Retviews. 2020.)
ESSENCE Story telling Patriotism Playful Feminine His mother The brand’s target audience is a classic French woman. “Jacquemus is not about nightlife and clubbing and things like that, it’s more about fruit and vegetables and rolling in the grass” (Porte Jacquemus, S. 2016.). This southern French stereotype is presented through the natural fibres of the garments and the hues of earth tones, pastels and bright colours that adorn the collections, giving the garments a sense of idyllic chic whimsy.
Jacquemus has a strong personality that shines throughout all the collections. The brand focusses on the idea of youthful elegance, as shown by the use of young models along their catwalks and campaigns.
PERSONALITY
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JACQUEMUS CASE STUDY
Fig 9. Jacquemus SS20 Ready-To-Wear catwalk.
BRAND ONION CONTINUED: BRAND IN ACTION
BRAND OVERVIEW: BRAND ONION
FASHION SHOWS Jacquemus began with emotive performances on the fashion week stage and has progressed to the iconic fields of wheat and lavender with a winding fuchsia carpet that is synonymous with the brand today. Throughout the shows, Jacquemus appears to tell a story of his childhood and humble farming family beginnings. The setting for the shows plunges the viewer into nature, rather than the grey indoor canvas typical of shows today. The outcome is beautiful and, of course, entirely ‘instagrammable’.
Fig 10. Jacquemus SS21 catwalk from birdseye view.
RETAIL
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In London, Jacquemus is stocked within the 6-floor department store Selfridges. The small concession is located on the 3rd floor in the designer studio which hosts a wealth of contemporary brands such as Isabel Marant, Comme des Garcons and Moschino. Though the concession is small, the strong colours can be picked out of the crowd. As the collection is ‘own-bought’ by Selfridges, Jacquemus is handled by the Selfridges staff and there isn’t much room for creative freedom. The layout is simple but it is clear that customers don’t attend for the atmosphere; many pieces are low in stock in most sizes as the new collections sell out fast.
JACQUEMUS CASE STUDY
Fig 11. Jacquemus instagram feed featuring intimate moments from his persoanal camera roll and warm landscapes that go hand in hand with the brands essence.
BRAND OVERVIEW: BRAND ONION
INSTAGRAM With 80% of people using instagram the most over other social media platforms (Ahern, 2021) (See Appendix G), instagram has worked as an integral part of the brand’s PR and marketing. The @ jacquemus instagram account boasts a following of over 3.2million (as of 8th February 2021) of eager fans waiting for the next collection announcement. Jacquemus, however, is not a typical fashion brand Instagram of collection and campaign one after another. Porte Jacquemus includes photographs from his childhood, personal photographs of his life, inspirational architectural design, and his pet dog Toutou. This makes the brand seem warm, inviting, and personal. The consumer can get an insight into the life and inspiration behind the brand rather than a sea of commercial images. The designer also tends to post in collections of 3. This gives the account a thought-out design and coherence, which is incredibly satisfying to scroll through.
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BRAND OVERVIEW: BRAND ONION
Fig 12. Home page of Jacquemus website with preview of recent campaign film.
JACQUEMUS CASE STUDY
WEBSITE
FILM
Jacquemus.com has a very clean aesthetic to it and is easily navigated by the consumer. The colour scheme is neutral earth tones which compliments the images of garments and accessories. Products are available for purchase, as on most brand sites, but similar to the Instagram, there is a more personal twist. You are able to read about Simon as well as access an archive of images that he has put together. This includes campaigns, catwalks, personal photographs, and inspiration. This connects well to his Instagram page and brings the personal into the commercial.
Another way in which Jacquemus tells a story is through the use of fashion film. From L’USINE in 2012 to L’ANNÉE in 2020, fashion film has been a part of the brand for almost a decade. The films are cinematic in approach, with a cast of characters wearing the lastest collection. L’USINE follows a group of women working in a factory, whereas L’ANNÉE is a surreal representation of a woman going about her daily tasks. What the wealth of Jacquemus’ films has in common is the 80s aesthetic and music. This relates back to Porte’s own childhood and inspiration, presenting the collections in a fun and retro fashion.
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JACQUEMUS CASE STUDY
Fig 13. Jacquemus’SS21 digital catwalk on IGTV presenting mens and womenswear.
SUSTAINABILITY
Jacquemus has made several environmental adjustments to its business in the last few years. Two big changes of note are that Jacquemus will now release two collections a year instead of four, reducing company and industry waste to have a cleaner impact on the environment (Tse, 2020). The second matter is that the French fashion house decided this year to move their runway show to a digital presentation, reducing the need for elaborate sets that increase electricity and power use. There was no physical attendance alleviating guest transport to the venue which is also a reduction of CO2 emissions.
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SUSTAINABILITY
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Fig 14. Jacquemus recycling motif by Georgia Staden Laing.
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JACQUEMUS CASE STUDY
jacQUEmus
In an article taken from Forbes magazine (Tse, 2020), Jacquemus also speaks about his request to have his manufacturer carry the sustainable fabrics he wanted rather than switch to another supplier. Simon Jacquemus the designer, also made a comment referencing the lack of need for one hundred fabrics when ten should suffice. This shows a progression towards a less wasteful fashion industry and thought for the environmental impact his business places on the planet.
Jacquemus however, does not brand itself as a sustainable company (Retviews, 2020). If sustainable fabrics and helping the environment are core values of Jacquemus as a brand, it would seem appropriate to make the move or take steps towards a fully sustainable company. This is an area of improvement that the brand could make by decreasing synthetic fabrics and reducing back of house waste such as zero-waste offices and studios.
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JACQUEMUS CASE STUDY
Fig 15. Retviews statistics on fabrics used in Jacquemus womenswear 2020 compared to its luxury competitors.
SUSTAINABILITY
In a report made by Retviews, Jacquemus’s aim is to design clothes that can be worn at a wedding and a few times after. This idea demonstrates a higher cost per wear and eliminates the archaic thought of only wearing a dress once. The report shows that Jacquemus uses many natural fabrics, the highest being 31% cotton and 9% linen however the remaining 60% are non-sustainable fabrics. 32% of these non-sustainable materials is Viscose which almost a third of the fabric is made from old trees, destroying the rainforest. 10,000 litres of water are required to produce 1kg of cotton which includes the use of pesticides. Switching the cotton to organic cotton reduces water usage by 88% and uses 62% less energy (Sustainable Jungle, 2020). In a recent survey, 93% of people said Jacquemus could do more to be even more environmentally friendly. This demonstrates a recognition from the fashion public that Jacquemus can still make many improvements towards becoming the environment-orientated brand he says he wants to be.
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EQUALITY
Fig 16. Jacquemus makes positive headlines worldwide for diversity
JACQUEMUS CASE STUDY
Jacquemus is considered to be a brand with a good approach towards diversity. During the years the brand has been active it has been widely complimented for moving fashion in the right direction.
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JACQUEMUS CASE STUDY
Fig 17. Sabina Karlsson and Jill Kortleve together in Jacquemus. Fig 18. Lauren Federick walking Jacquemus SS21 catwalk.
EQUALITY
In an article ‘3 Ways the Jacquemus show pioneered positive change’ by Mewawalla T. (2020), the author uses Jacquemus spring 2021 show as an example of the correct approach towards inclusivity in the fashion world. The author points out the size inclusivity resulted by casting models of all body shapes. The brand got a lot of praise for casting Sabina Karlsson, Lauren Frederick and Jill Kortleve for the “L’Amour” collection. Jacquemus proves that the fashion world can be inclusive to all sizes.
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EQUALITY
Fig 19. @DECOUTURIZE tweeting in regards to the lack of diversity in the Jacquemus team.
JACQUEMUS CASE STUDY
The casting also featured a lot of racial diversity, 60% of the models of the “L’Amour” collection were models of colour. From the viewer’s perpective the “L’Amour” collection was a great showcase of how inclusivity should be tackled in the fashion industry. A beautiful show with models of all colours and sizes that didn’t look at all forced. But while the casting was very inclusive, after the show an impromptu photo of the team behind Jacquemus show was posted, resulting in a fashion writer (Samantha Haran) pointing out the lack of diversity in the team. Samantha Haran (@DECOUTURIZE, 2020) tweeted ‘ok but the jacquemus cast vs the jacquemus team... this is the issue of diversity optics (performativeness) that we need to talk about’, sharing the photo of the models of colour and comparing it to the photo of the team. Afterwards the author of the tweet explained it wasn’t her intention to go after Jacquemus but rather the deep-rooted industry issue. The tweet received 30 thousand retweets.
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Fig 21. Jacquemus average size availability for womenswear 2020 in comparison to its competitors.
Fig 20. Jacquemus price comparison with luxury competitors.
EQUALITY
JACQUEMUS CASE STUDY
But Jacquemus’ inclusivity is not just about the casting. The less-talked-about aspect of inclusivity is pricing and website sizing. During an interview Simon Porte Jacquemus has said “My strategy is very clear, to make a high-end clothing brand with strong visual impact, but the price is the price of the contemporary design brand”(Bjork, 2016). According to ‘Jacquemus: How the Fashion House Out Shadows the Luxury Industry’ (2020), the brand has the lowest price positioning compared to its competitors (see above). Jacquemus also has the highest average of sizes available compared to its competitors with a number of 3.5 while Saint Laurent limits itself to only 2.2.
While Jacquemus is not perfect, it is worth mentioning that the brand is definitely setting a good example for other fashion houses to follow. There is always a room for improvement but other than the pointed-out lack of diversity in its team Jacquemus does not get enough credit for the steps it has taken towards inclusive fashion.
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JACQUEMUS CASE STUDY
GLOBAL PERSPECTIVES
An interesting question to ask within this theme is should brands be responsible for global perspectives? Historically, fashion brands manufacture and sell clothes for profit. Now that we are in a digital age, the industry has evolved to the point where it is far more important to have a voice. According to dazed media’s report on the future of youth culture (the era of monomass), 70% of people surveyed believe a brand having a point of view makes them influential. This trend is well established in the fashion industry and requires a clear understanding of their audience and community (Farmiloe & Cohen, 2021). This argument for brands struggling to be involved is perhaps more relevant to heritage brands that are having to change their practices and unravel their own responsibility. Jacquemus, however, was born in the digital age and in particular it’s growth can be linked to its instagram presence. In this context, it is arguably unacceptable for Jacquemus to have limiting global perspectives fuelling the brand.
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JACQUEMUS CASE STUDY
Fig 22. Jacquemus co-ed SS21 catwalk behind the scenes.
GLOBAL PERSPECTIVES
In several ways, Jacquemus has widened its global perspective by dismantling old models within the luxury fashion industry. As noted in LS:N Global’s ‘Future Forecast for 2021’ (2020), the past year has formed a path for ‘more sustainable and ethical approaches that prioritise livelihoods while retaining creativity’something that Jacquemus is in line with: ‘I decided to slow my company, to show just summer and winter. It’s also a decision to make my company feel well’ (Tse, 2020) and the products ‘more meaningful’. By producing ‘co-ed shows’ which ‘showcase both collections twice a year rather than four’ (Tse, 2020), Jacquemus has taken steps to reduce the environmental impact of its collections- in response to the current climate crisis- as well as create a healthier working environment for its employees- which has become ever more important amidst the recent exposures of employee exploitation within fast fashion brands (Davies, 2020). In a survey by Georgia Staden Laing (2021), respondees noted that brands whom are‘consious of what they use’and have‘ethical work conditions’can be considered sustainable. It was also voted that brand sustainability is of a high importance to them whilst 54% of respondees wardrobe’s consisted of over 30% sustainable clothing (See Appendices A-F). Jacquemus’current conciousness towards sustainability and work environment is inline with current opinions on fashion which has allowed for the brands significant growth. It is important for Jacquemus to continue its efforts towards brand sustaibaility and equality in order to keep up with consumer demands as well as develop its global perspective.
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Fig 23. The diverse range of influencial women who wear Jacquemus.
JACQUEMUS CASE STUDY
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GLOBAL PERSPECTIVES
Within Jacquemus’ fashion shows, garments are worn by a diverse range of models which is reflected in its audienceconsisting of influential women from ‘Lizzo to Kylie Jenner’ (Arnett, 2020) which demonstrates the brands ability to speak to people from a variety of cultural and ethnic origins. The brands success in size inclusivity can also be seen in its in-store size availability where ‘Jacquemus has more dimensions than its competitors’ in the luxury fashion market (Retviews, 2020) - redefining luxury fashion for the modern world.
JACQUEMUS CASE STUDY
Fig 24 and 25. revealing looks of ‘Le Souk’ by Jacquemus.
GLOBAL PERSPECTIVES
On the other hand, it is important to question whether these steps are authentic or linked to profit. The use of diverse models could be seen as tokenism, and the size ranges simply a way to sell more units. When we dig deeper into the brand, we can better analyse and critique their practices. Even within his self-proclaimed “classic French” aesthetic, Porte Jacquemus focuses on a whitewashed stereotype with farmhouse ginghams and linens. He hasn’t appeared to have delved into the minority communities within the south of France, despite being surrounded by it from a young age. France has a long history of immigration, in particular the influx of north-African migrants in the 19thcentury and post-world war II. Since this time, the immigrant population in the country has grown massively from areas in the middle east and Africa causing France to have the largest Muslim population in Europe (Ware, 2015). Jacquemus appeared to emulate this demographic in his Le souk collection inspired by Morocco (north-west-Africa close to Spain). He successfully presented the hues synonymous to the area, yet the garments look more like a tourist trying to fit in (see above images). The collection involved a lot of bare skin and silhouettes that contradicts the culture of the area. The brand clearly did not analyse the culture by discussing the collection with members of Moroccan communities. On a whole, the collection was Eurocentric in its approach to Moroccan influence and highlights a need for greater diversity within the company structure and an emphasis on self-education on the sensitivities of drawing inspiration from other cultures.
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JACQUEMUS CASE STUDY
CONCLUSION
The Jacquemus brand is based on the designer’s childhood upbringing within a white farming family in the south of France. By using this description for his brand, some may argue that it makes him exempt from criticism due to his white heritage. However, the days of excuses from white members of the industry are over. If he can present clothes on models unrelated to his upbringing, then it is integral to become more inclusive and aware in employment throughout the whole company, as well as being critical of his own design strategies and bias. For a brand that focuses on French heritage, the community that inspires the clothes is incredibly narrow. The brand must take further steps to improve their global perspectives, inclusivity and sustainability approaches in order to remain relevant in a generation that holds these principles dear whilst wielding their spending power.
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BIBLIOGRAPHY
JACQUEMUS CASE STUDY
Arnett, G. 2020. Data analysis shows Jacquemus as fashion’s top breakout brand. [online] Vogue Business. Available at: <https://www. voguebusiness.com/fashion/data-analysis-breakout-brands-jacquemus-marine-serre-bode> [Accessed 18 January 2021]. BJÖRK, D. 2016. Jacquemus: Bigger Than You Think. [online] The Business of Fashion. Available at: <https://www.businessoffashion.com/articles/ news-analysis/jacquemus-bigger-than-you-think> [Accessed 5 February 2021]. Blanks, T. 2015. Concept is King for Jacquemus. [online] The Business of Fashion. Available at: <https://www.businessoffashion.com/reviews/ fashion-week/concept-is-king-for-jacquemus> [Accessed 1 February 2020]. Davies, R. 2020. Exploited workers at UK garment factories ‘robbed’ of £27m since July. [online] Available at: <https://www.theguardian. com/business/2020/oct/11/exploited-workers-at-uk-garment-factoriesrobbed-of-27m-since-july> [Accessed: 29/01/21]. Farmiloe, I. and Cohen, R. 2021. DAZED MEDIA’S REPORT ON THE FUTURE OF YOUTH CULTURE: THE ERA OF MONOMASS. [PDF] London: Dazed Media. Available at: <https://mcusercontent.com/c61e9f3ab6d7a6cce9bdc2e3d/files/092c67fb-bac7-4388-9baa-33344b021ece/ Monomass_Report_Dazed_Media.02.pdf> [Accessed 1 February 2021]. Haran, S. 2020. ok but the jacquemus cast vs the jacquemus team... this is the issue of diversity optics (performativeness) that we need to talk about [Twitter] 18 July. Available at: <https://twitter.com/decouturize/ status/1284303941740539904> [Accessed 05/02/2021]. Haran, S. 2020. this tweet isn’t about ‘cancelling’ jacquemus or some vapid shit like that. this is about a deep-rooted industry issue, that goes beyond any one brand. it’s structural. it’s cultural. it’s a whole system. & i just thought these images made a really blatant point of it. that’s all (performativeness) that we need to talk about [Twitter] 18 July. Available at: <https://twitter.com/DECOUTURIZE/ status/1284743413384925185> [Accessed 05/02/2021]. Lau, S. 2016. Simon Porte Jacquemus On His Mother. [online] AnOther. Available at: <https://www.anothermag.com/fashion-beauty/8429/simon-porte-jacquemus-on-his-mother> [Accessed 4 February 2020].
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BIBLIOGRAPHY
LS:N Global. 2021. Future Forecast 2021. [online] Available at: <file:/// Users/georgiastadenlaing/Downloads/future-forecast-2021-report.pdf> [Accessed: 29/01/21]. Mawalalla, T. 2020. ‘3 WAYS THE JACQUEMUS SHOW PIONEERED POSITIVE CHANGE’. [online] Grazia. Available at: <https://www. graziame.com/style/fashion/3-ways-the-jacquemus-show-pioneered-positive-change> [Accessed: 29/01/21]. Mower, S. 2021. Jacquemus Fall 2020 Ready-to-Wear Collection. [online] Vogue. Available at: <https://www.vogue.com/fashion-shows/ fall-2020-ready-to-wear/jacquemus> [Accessed 1 February 2021]. Porte Jacquemus, S. and Stansfield, T. 2016. Getting surreal in the south of France with Jacquemus. [online] Dazed. Available at: <https://www. dazeddigital.com/fashion/article/31861/1/getting-surreal-in-the-southof-france-with-jacquemus> [Accessed 5 February 2021]. Retviews. 2020. Jacquemus: How the Fashion House out shadows the Luxury Industry. [online] Available at: <https://retviews.com/blog/focus/ jacquemus-brand-analysis/> [Accessed 20 January 2020]. Sustainable Jungle. 2020. 29 Sustainable Fabrics for the Most Eco Friendly Fashion. [online] Available at: <https://www.sustainablejungle.com/ sustainable-fashion/sustainable-fabrics/> [Accessed 30 January 2021] The Business of Fashion. 2021. Simon Porte Jacquemus is part of the BoF 500. [online] Available at: <https://www.businessoffashion.com/ community/people/simon-porte-jacquemus> [Accessed 1 February 2021]. Tse, S. 2021. Jacquemus Takes On Sustainability. [online] Forbes. Available at: <https://www.forbes.com/sites/samanthatse/2020/01/22/ jacquemus-takes-on-sustainability/?sh=177035ad4c8e> [Accessed 30 January 2021]. Ware, L. 2015. Color-blind Racism in France: Bias Against Ethnic Minority Immigrants. Washington University Journal of Law & Policy, [PDF] 46(1). Available at: <https://openscholarship.wustl.edu/law_journal_law_ policy/vol46/iss1/> [Accessed 3 February 2021].
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LIST OF FIGURES
JACQUEMUS CASE STUDY
Figure 1. Staden Laing, G. (2021) Jacquemus brand board. [Image] Figure 2. Buccal Market (2021) Jacquemus’late mother whom is the heart and muse of the brand. [Image] Available at: https://www. buccalmarket.com/collections/jacquemus (Accessed: 04/02/21) Figure 3. @jacquemus (2020) Jacquemus in his childhood wearing a dress. [Online] Available at: https://www.instagram.com/p/CKGsIehM_ xR/ (Accessed: 03/01/21) Figures 4 and 5. @jacquemus (2020) Jacquemus oufit examples.[Image] Available at: https://www.instagram.com/p/B-ma-J3DVFt/ (Accessed: 04/01/21) Figures 6 - 8. Hamilton, A. (2021) Jacquemus colour palette research by Amara Hamilton. [Image] Figure 9. @jacquemus (2020) Jacquemus SS20 Ready-To-Wear catwalk. [Image] Available at: https://www.instagram.com/p/CB0x5VnDDM6/ (Accessed: 04/01/21) Figure 10. @jacquemus (2020) Jacquemus SS21 catwalk from birdseye view. [Image] Available at: https://www.instagram.com/p/ CCtmWI6jCCN/ (Accessed: 04/01/21) Figure 11. @jacquemus (2021) Jacquemus instagram feed featuring intimate moments from his persoanal camera roll and warm landscapes that go hand in hand with the brands essence. [Screenshot] Available at: https://www.instagram.com/jacquemus/ (Accessed: 04/01/21) Figure 12. Jacquemus (2021) Home page of Jacquemus website with preview of recent campaign film. [Screenshot] Available at: https:// www.jacquemus.com (Accessed: 05/02/21) Figure 13. @jacquemus (2020) Jacquemus’SS21 digital catwalk on IGTV presenting mens and womenswear. [Screenshot] Available at: https:// www.instagram.com/tv/CCwX9MXjcKM/ (Accessed: 05/01/21) Figure 14. Staden Laing, G. (2021) Jacquemus recycling motif by Georgia Staden Laing. [Image]
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JACQUEMUS CASE STUDY
List of Figures
Figure 15. Retviews (2020) Retviews statistics on fabrics used in Jacquemus womenswear 2020 compared to its luxury competitors. [Screenshot] Available at: https://retviews.com/blog/focus/jacquemus-brand-analysis/ (Accessed: 23/01/21) Figure 16. Staden Laing, G. (2021) Jacquemus makes positive headlines worldwide for diversity [Image] Figure 17. Gonzalez, B. (2020) Sabina Karlsson and Jill Kortleve together in Jacquemus. [Image] Available at: https://www.pinterest.co.uk/ pin/378443174942277221/ (Accessed: 06/02/21) Figure18. Armani (2020) Lauren Federick walking Jacquemus SS21 catwalk. [Image] Available at: https://forums.thefashionspot.com/threads/ lauren-frederick.399090/ (Accessed: 06/02/21) Figure 19. Samantha (2020) @DECOUTURIZE tweeting in regards to the lack of diversity in the Jacquemus team. [Screenshot] Available at: https:// twitter.com/decouturize/status/1284303941740539904?lang=en (Accessed: 03/02/21) Figure 20. Retviews (2020) Jacquemus price comparison with luxury competitors. [Chart] Available at: https://retviews.com/blog/focus/ jacquemus-brand-analysis/ (Accessed: 23/01/21) Figure 21. Retviews (2020) Jacquemus average size availability for womenswear 2020 in comparison to its competitors. [Chart] Available at: https://retviews.com/blog/focus/jacquemus-brand-analysis/ (Accessed: 23/01/21) Figure 22. Courtesy Photo (2020) Jacquemus co-ed SS21 catwalk behind the scenes. [Image] Available at: https://wwd.com/runway/spring-ready-towear-2021/paris/jacquemus/review/ (Accessed: 07/02/21 Figure 23. Staden Laing, G. and Hamilton, A. (2021) The diverse range of influencial women who wear Jacquemus. [Image] Figure 24. Zoe Magazine (2018) Revealing looks of ‘Le Souk’ by Jacquemus. [Image] Available at: https://www.zoemagazine.net/129475-jacquemus-woolmark-taking-the-runway-together/ (Accessed: 07/02/21)) Figure 25. Getty Images (2018) Revealing looks of ‘Le Souk’ by Jacquemus. https://www.voici.fr/mode/fashion-week-femme-le-souk-hivernal-par-simonporte-jacquemus-644302 (Accessed: 07/02/21)
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Appendices
JACQUEMUS CASE STUDY
Appendices A-B. Staden Laing, G. (2021) Survey on sustainability. [Screenshots]
Appendix A
Appendix B
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Appendices
JACQUEMUS CASE STUDY
Appendices C-F. Staden Laing, G. (2021) Survey on sustainability. [Screenshots]
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Appendix C
Appendix D
Appendix E
Appendix F
Appendices
JACQUEMUS CASE STUDY
Appendix G. Ahern, B. (2021) Sustainability survey. [Screenshots]
Appendix G
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Merci. [tHANK YOU]