Le Monde Jacquemus
Le Monde Jacquemus marks the launch of the brand's 2025 campaign, set to debut on Jacquemus’ anniversary, June 10. The concept invites guests to immerse themselves in the world of Jacquemus: rooted in archetypal French aesthetics, emotive storytelling, and making fashion deeply personal.
Simon Porte Jacquemus describes his brand as a “notion of perpetual summer”, capturing warmth, lightness, and nostalgia. This campaign expands on that vision, offering a sensorial journey into the brand’s essence.
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Runway
The runway curves gently through the water, mirroring the natural flow of the Camargue landscape.
Lined with 50 rattan chairs, the seating follows the organic shape of the runway, emphasizing the connection between design and nature, following the natural curves of the land.
A defining moment: the first model enters with a white horse, stepping onto this curved path like a painting in motion. The scene captures the essence of Jacquemus: raw yet refined, grounded in nature, and designed with emotion.
Why 'Le Monde'?
"Le Monde" is French for "The World," signifying an all-encompassing experience—Jacquemus’ universe, where fashion, nature, and storytelling merge. This campaign blurs the lines between these elements, creating a seamless dialogue between the brand’s essence and the raw beauty of France and its roots.
The Le Monde logo reflects this ethos, spaced out, airy, and set in a modern sans-serif typeface that balances elegance with contemporary minimalism.
Through this experience, guests won’t just witness a collection; they’ll experience the world of Jacquemus, where poetic minimalism shapes the narrative.
Following the exclusivity of the 2024 “La Casa” show with 40 guests and 99 steps, the 2025 “Le Monde” show will host 50 guests and 10 Camargue horses.
A Reflection of Jacquemus' Storytelling
Jacquemus is known for its unconventional approach to marketing, turning invitations into collectible, artistic objects. From a tissue box to pasta, each invitation embodies the essence of the collection it represents—a playful yet poetic introduction to the world of Jacquemus before the show even begins.
For Le Monde Jacquemus, the invitation takes the form of a mirror, a piece that is both immersive and personal, yet deeply connected to the natural world, a statement of self. The engraved details on the mirror, featuring the show’s name, date, location, and fluid, organic curves, echo the soft, windswept landscapes of the Camargue, where the show unfolds.
The mirror is wrapped in a delicate white shawl, representing movement, air, and the effortless drape of Jacquemus’ designs. It arrives inside a rattan box, an homage to French craftsmanship, embossed with the Jacquemus logo on the outside, following the minimalist, understated aesthetic of past invitations. The invitation is not just an object, it is a sensory extension of the show itself.
The Camargue: A Setting Rooted in Identity
The Camargue, a landscape where water and earth meet, serves as the perfect backdrop for Le Monde Jacquemus. Often described as “a tableau of land and water” (National Geographic), this untamed region embodies the effortless harmony between nature and fashion that defines Jacquemus.
Set at Mas de Peint, a historic estate in the heart of the Camargue, the location adds an intimate, authentic dimension to the show. Returning to the South of France, where Simon Porte Jacquemus’ journey began, this setting enhances the brand’s storytelling, creating an immersive experience deeply tied to the land that shaped his vision.
Why the Horses?
Horses are a symbol of freedom, nature, and the untamed spirit of Jacquemus. They mirror the idea of self-reflection, much like the invitation’s mirror, reinforcing the theme of immersion into the Jacquemus world.
In French culture, white Camargue horses are iconic, representing purity and tradition. Their presence transforms the show into a living canvas, painting a story of movement, identity, and connection to the land.
(Photograph by Tony Bonanno)
Guest Experience
Guests will be transported to the show in horse-drawn Camargue carriages, elevating the experience with an intimate, immersive touch.
Seating will feature locally crafted rattan chairs, reflecting the effortless, raw elegance of the Camargue landscape. Inspired by classic Parisian café culture, these chairs embrace French craftsmanship, bending and adapting like the natural water systems of the Camargue.
The earthy beige tones and ergonomic, artisanal design ensure a seamless blend of tradition and modernity.
Special Guests
Tony Bonanno – Acclaimed fine art and event photographer.
Charlotte Gainsbourg – Actress and singer, a muse in French fashion with deep ties to culture and art.
Marco Maestri – Simon Porte Jacquemus’ husband and personal guest.
Jeanne Damas – Founder of Rouje, a natural extension of the Jacquemus aesthetic, attracts fashion-forward millennials & aspirational luxury consumers— Jacquemus’ target audience.
Extensions
Compact Mirror – A refined extension of the invitation, reinforcing the themes of reflection and self-perception.
Collector’s Book – A beautifully crafted volume encapsulating Le Monde Jacquemus, from Simon Porte’s story to the poetic essence of the collection.
The White Shawl – A symbol of movement, curves, and texture, enhancing the tactile experience, a canvas of a perpetual summer.
Simon Porte Jacquemus
Simon Porte Jacquemus was born in 1990 in the South of France, where his upbringing in a farming family deeply influenced his creative vision. His deep connection to nature and the countryside shapes Jacquemus' distinctive style: fresh designs, seductive silhouettes, and a poetic approach to fashion.
At just 19, he launched his brand, naming it after his mother’s maiden name as a tribute to her after her passing. With a bold and youthful spirit, Jacquemus has since redefined modern French fashion with his signature storytelling and effortless sophistication.
(Source: L'Officiel)
Jacquemus is renowned for immersive fashion experiences that blend minimalism, storytelling, and nature’s beauty. The brand’s strategy revolves around 360-degree storytelling, mastering social media and creating emotions through art, space, and movement.
From runways set in lavender fields to shows staged against the Mediterranean, each collection embodies simplicity with depth, lightness with emotion. The balance of raw elegance and contemporary refinement defines Jacquemus as more than just fashion, it’s an experience.
Images created with AI-generated prompts and vision technology, alongside a curated selection from Pexels and Freepik. Photography credits include Tony Bonano and Drew Doggett’s Band of Rebels: White Horses of Camargue video.