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a. brand story (p
brand story
Jacquemus is an independent French luxury brand founded in Paris in 2006.
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The designer and creative director Simon Porte Jacquemus offers modern and fashion-forward products, including womenswear, menswear, jewelry, leather goods and accessories.
(JACQUEMUS | Official website, 2021).
The brand’s success story took off in 2015, after the designer won an LVMH prize (Yaeger, 2018).
The brand’s strong media presence and ability to decoy an ethereal aesthetic of the lavish ‘Jacquemus’s lifestyle’ generates great media interest.
Competing with houses that are pillars of the industry such as Chanel or Dior, the emerging brand is slowly becoming a staple.
Its renown best-seller such as the Chiquito bag is desirable and has become ‘a must’ for fashion lovers.
Jacquemus engrosses the younger generation, millennials and Gen Z, by constantly interacting on social media. The brand has a strong media presence.
Despite the lack of any corporate backing, the brand observes a never ceasing fast pace growth and is implementing itself internationally.
An ‘ instagram account depicting a dream life of cheerful sexiness and shameless self-portraiture, along with a series of frisky runway shows, to spread his message’.
(Yaeger, 2018)
