Jacquemus

Jacquemus is a French fashion house founded in 2009 by Simon Porte Jacquemus, known for its playful, sun-drenched aesthetic, oversized silhouettes, and minimalist yet sculptural ready-to-wear. The brand is named after the designer’s mother’s maiden name, honoring her memory after she passed away when he was just 19.

Interesting fact: Jacquemus doesn’t advertise. No billboards, no magazine campaigns, no celebrity endorsements. Instead, the brand relies entirely on Instagram and the designer’s personal presence — his feed is the campaign. Simon also refuses to show during Paris Fashion Week’s official schedule, preferring to stage his runway shows in the South of France, often in lavender fields or wheat fields at golden hour. The brand’s viral “Le Chiquito” bag, small enough to hold almost nothing, became a cultural phenomenon not because it was practical — but because it was pure emotion.

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