The Designer Brand To Emulate: Jacquemus

The Designer

French designer Simon Porte Jacquemus launched his eponymous brand following the sudden death of his mother, when he was just 19 years old. In the early days, he promoted his designs by having his friends wear them to Vogue’s ‘Fashion Night Out’ event in Paris, before being invited to present his first collection at Paris Fashion Week in 2012. In under a decade he’s achieved serious fashion status, accelerating the brand's popularity with a strong social media presence which, to this day, Jacquemus still runs himself. 

The Aesthetic

Jacquemus’ designs are simple, and often use natural fabrics like linen, cotton and wool. Asymmetric hemlines, cut out detail and stiff structure give pieces the contemporary look so loved by the label’s fans – think carefree and laidback but not without a bit of sex appeal. This playfulness also translates into Jacquemus’ accessories and footwear – one of the first brands to create tinier than tiny bags, the designer’s sense of humour is evident through the likes of Le Petit Chiquito. 

The Shows 

 At Jacquemus shows, it’s not just the clothes that get attention from the industry and fashion bloggers. Known for their untraditional locations, the Jacqeuemus’ SS20 presentation became an instant hit, with the runway passing through a picturesque lavender field in Provence. The SS21 show took on a similar format – only this time set in the French Vexin Regional National Park – with an audience of around 100 guests set back into the field and cocooned by long sheaths of wheat.

The Trends 

Undoubtedly one of the most influential brands of recent years, it’s easy to see Jacquemus designs replicated by fashion girls on Instagram and brands on the high street – waist lace ups, utilitarian structure and oversized tailoring are all signature Jacquemus design details to look out for, as well as billowy shirt dresses with belly-skimming necklines and thigh-high slit dresses.

The Look 

If the Jacquemus price tag is out of your reach, then Zara has plenty of neutral dresses this season complete with cut outs and utilitarian influences, while & Other Stories has some of the most convincing dupes for lace up shirts and form fitting knitwear. Be sure to stick to airy fabrics and go for a flash of skin, whether that’s your midriff, shoulder or legs. For extra style points, a brightly coloured micro bag will inject a Jacquemus-style sense of fun.