Jacquemus — The Future of Fashion Marketing.
Nowadays, marketing is the one tool a brand can solely rely on to ensure their rapport drives consumer engagement, builds authentic connections through digital storytelling, and enhances brand identity in an increasingly competitive and trend-sensitive market.
Jacquemus applies this theory in their digital campaigns by leveraging vibrant visuals and storytelling that evoke emotional connections, using social media to create immersive experiences that resonate with their audience. They often blend high fashion with relatable content, showcasing their collections in picturesque settings, engaging followers through interactive content, and collaborating with influencers to enhance authenticity and reach. This approach not only strengthens brand identity but also fosters a strong community around their distinctive aesthetic.
Jacquemus’ bold marketing approach has left a profound mark on the fashion industry, challenging conventional ideas and reshaping the essence of a successful digital-age brand. With the rise of artificial intelligence, might we witness more fashion brands leaning into fresh, inventive marketing strategies driven by these new technological possibilities?
For now, let’s explore some standout moments where Jacquemus defied expectations.
"Jacquemus arrives in Capri"
With less than a week before their summer show “La Casa”, Jacquemus opened a new boutique on the island of Capri in celebration of their 15th-anniversary in 2024. To mark the occasion, the fashion brand posted a video on social media showing its design team parading oversized versions of the atelier’s essential tools—giant yellow buttons, enormous paper clips, coiled measuring tapes, and massive rolls of thread—outside the store.
Jacquemus makes a stop in Saint Tropez to open a boutique, restaurant and beach-club.
Summer 2024 knew no bounds. Simon Porte Jacquemus has once again captured attention, this time with the announcement of the Jacquemus boutique in Saint-Tropez. Known for their viral stunts, the French fashion brand unveiled their space with a series of vibrant social media clips that perfectly embody the spirit of summer. The videos feature playful scenes like strolling through Saint-Tropez with oversized postcards, sipping from giant beachside drinks, lounging on 18 sun-beds, and even getting “JACQUEMUS” branded as a sunburn. The brand’s bold and youthful online presence continues to break boundaries and keep the fashion world buzzing.
"Guirlande — The holiday collection"
The Guirlande Holiday collection featured model Kendall Jenner and Blackpink’s Jennie. Within the campaign, Jenner showcases ready-to-wear pieces and accessories, from cosy shearling robes to shimmering dresses. Embracing the festive spirit, offering holiday-inspired takes on Jacquemus’s iconic silhouettes, the winter-ready colour palette sparkles with silver and gold, complemented by accents of red, pine green, and white which is showcased on their Instagram campaign.
"Monday at Versailles"
It’s one thing being amongst royal grounds, but it’s another thing making a lasting impression and doing so creatively. Simon Porte Jacquemus offered a prestigious guest list at the Palace of Versailles to unveil the Autumn/Winter 20232024 collection, “LE CHOUCHOU”. The collection exuded a playful, extravagant charm, reminiscent of Marie Antoinette, with its delicate details.
"Love in NYC".
The “Love in NYC” campaign is a playful and whimsical tribute to the city’s unique blend of diversity, energy, and charm. It showcases love in all its forms and magnitudes, through a series of imaginative and larger-than-life visuals that reflect the spirit of New York. From oversized coffee cups to children dressed as the Empire State Building, to giant slices of pizza, the campaign blends humour with affection, capturing the city’s ever-evolving landscape and the boundless ways in which love manifests itself in everyday life.
"Are you ready for Jacquemus?"
In celebration of the Paris 2024 Summer Olympics, Jacquemus unveiled its playful and vibrant campaign “ARE YOU READY FOR JACQUEMUS? 🙂 FROM FRANCE WITH LOVE,” which brought a fresh, sporty, and sun-kissed energy to the brand. As the world turned its attention to Paris for the global sporting event, the campaign seamlessly blends the spirit of competition with the whimsical charm that has come to define Jacquemus.
True to the brand’s signature surrealism, the campaign took the concept of sports to bold new heights, transforming everyday athletic imagery into larger-than-life spectacles. From oversized tennis rackets to handbags that run track, the playful nod to the French summer lifestyle pushed the boundaries of reality, turning traditional sports into dreamlike, oversized objects.
