Jacquemus: From Small French Brand to Global Fashion Icon

Jacquemus: From Small French Brand to Global Fashion Icon

Jacquemus, a brand that has become a beacon of innovation and elegance in the fashion industry, started as a modest venture with a grand vision. Founded by Simon Porte Jacquemus in 2009, this French label has grown exponentially, captivating the hearts of fashion enthusiasts worldwide. This article explores the journey of Jacquemus, highlighting its unique aesthetic, iconic pieces, celebrity endorsements, innovative runway shows, and commitment to sustainability.

The Early Days of Jacquemus

Simon Porte Jacquemus was just 19 years old when he founded Jacquemus. Born in the small village of Bramejean in the South of France, Simon’s journey to Paris was driven by his dream of becoming a fashion designer. Despite facing numerous challenges, his unwavering passion and determination laid the foundation for what would eventually become a globally recognized brand.

Jacquemus, named after Simon’s mother’s maiden name, started small. The early collections were simple yet striking, reflecting Simon’s minimalist approach to fashion. His designs were influenced by his rural upbringing, often incorporating elements of the Provence countryside. This unique blend of simplicity and boldness quickly set Jacquemus apart from other emerging brands.

The Unique Aesthetic

One of the defining features of Jacquemus is its unique aesthetic. Simon’s designs are known for their minimalistic yet bold approach, often incorporating asymmetrical shapes and unexpected details. The brand’s use of vibrant colors, playful silhouettes, and innovative textures has made it a favorite among fashion-forward individuals.

Simon’s approach to design is deeply personal. He draws inspiration from his childhood memories, the French countryside, and his mother, who passed away when he was young. This personal touch is evident in every collection, adding a layer of emotional depth to his creations. The juxtaposition of simplicity and complexity in Jacquemus’ designs creates a visual narrative that resonates with a wide audience.

Signature Pieces

Jacquemus has introduced several iconic pieces that have become staples in the fashion world. One of the most notable is the “Le Chiquito” bag. Despite its tiny size, the Le Chiquito bag has made a huge impact, becoming a must-have accessory for fashion enthusiasts. Its distinctive handle and bold design elements make it instantly recognizable.

Another standout piece is the oversized straw hat from the Spring/Summer 2018 collection. This hat, with its exaggerated brim, became an instant sensation and a symbol of Jacquemus’ playful yet sophisticated aesthetic. These signature pieces exemplify Simon’s ability to blend practicality with high fashion, creating items that are both functional and stylish.

Celebrity Endorsements

The rise of Jacquemus was further propelled by endorsements from celebrities and influencers. High-profile figures such as Rihanna, Kendall Jenner, and Bella Hadid have been spotted wearing Jacquemus, bringing even more attention to the brand. These celebrity endorsements have played a significant role in boosting the brand’s visibility and desirability.

Social media has also played a crucial role in Jacquemus’ success. Platforms like Instagram have allowed the brand to reach a global audience, showcasing its collections to millions of followers. Simon himself is very active on social media, sharing behind-the-scenes glimpses into his creative process and engaging with his audience in a genuine and relatable manner.

Innovative Runway Shows

Jacquemus is also known for its innovative runway shows that often break the traditional mold. From lavender fields in Provence to the sandy beaches of Hawaii, the brand’s choice of locations adds a unique dimension to its presentations. These immersive experiences create a strong connection between the audience and the collection, enhancing the overall impact.

One of the most memorable runway shows was held in a lavender field in Valensole, Provence, for the Spring/Summer 2020 collection. The vibrant purple backdrop perfectly complemented the collection’s color palette, creating a visually stunning spectacle. This show not only showcased Simon’s creativity but also highlighted his deep connection to his roots.

Commitment to Sustainability

In recent years, Jacquemus has made significant strides toward sustainability. The brand has been exploring eco-friendly materials and production methods to reduce its environmental footprint. This commitment to sustainability not only aligns with global trends but also appeals to conscious consumers who prioritize ethical fashion.

Simon has expressed his desire to create timeless pieces that transcend seasonal trends. By focusing on quality and durability, Jacquemus aims to encourage a more sustainable approach to fashion. The brand is also working towards greater transparency in its supply chain, ensuring that ethical practices are upheld at every stage of production.

The Future of Jacquemus

As Jacquemus continues to evolve, its future looks bright. Simon’s vision for the brand remains clear: to create beautiful, meaningful pieces that resonate with people on a personal level. By staying true to his roots and maintaining his distinctive aesthetic, Simon has positioned Jacquemus as a leading name in the fashion industry.

Looking ahead, Jacquemus plans to expand its product offerings, exploring new categories such as menswear and home decor. The brand’s commitment to sustainability will also continue to be a focal point, with ongoing efforts to minimize its environmental impact. With Simon’s innovative spirit and unwavering dedication, Jacquemus is poised to reach new heights in the fashion world.


Jacquemus’ journey from a small startup to a global fashion icon is a testament to Simon Porte Jacquemus’ vision and creativity. The brand’s unique aesthetic, innovative runway shows, and commitment to sustainability have cemented its place in the fashion industry. As Jacquemus continues to grow and evolve, it remains a source of inspiration for aspiring designers and fashion enthusiasts alike.

Simon’s ability to blend simplicity with boldness, and tradition with innovation, has created a brand that is both timeless and contemporary. Jacquemus is not just a fashion label; it is a reflection of Simon’s personal journey and a celebration of his love for his homeland. Through his work, Simon has shown that fashion can be a powerful medium for storytelling, capable of evoking emotions and creating lasting memories.