Episode 3 of Fashion Is Not Is takes us into the world of Simon Porte Jacquemus - a designer whose work has always felt like much more than clothing.

 

What makes Jacquemus so recognisable is not necessarily a logo or a specific product, but an entire atmosphere. The light of the South of France, family photographs, memories, humour, simplicity and emotion all exist naturally inside the brand.

 

Simon founded Jacquemus in 2009, when he was only 19 years old, naming the brand after his mother’s maiden name. His upbringing in the South of France and the memory of his late mother, Valérie, have remained deeply connected to his work ever since. Rather than creating an imaginary story around luxury, Jacquemus built his brand from his own life - his family, childhood and personal memories.

 

One of the collections that perfectly captured this world was his Spring/Summer 2020 collection, presented in a lavender field in Valensole for the tenth anniversary of the house. A vivid pink runway stretched through the purple landscape, creating a show that felt somewhere between fashion, photography and a dream.

 

Family is equally important within the Jacquemus universe. His grandmother, Liline, has appeared throughout the brand’s imagery simply as herself, while pieces such as the Valérie bag, named in honour of Simon’s mother, show how naturally his personal life continues to shape the identity of the house.

 

Photography is another essential part of understanding Jacquemus. Simon has an instinctive ability to create images that feel simple yet unforgettable. In his book Images, he brought together photographs taken on his iPhone over many years, capturing work, travel, friends, family and ordinary moments from everyday life.

 

This is perhaps what makes Jacquemus so distinctive. He did not build recognition through branding alone; he built it through a point of view.

His clothes, photographs, shows and personal memories all seem to exist inside the same universe - and that ability to translate one person’s way of seeing the world into an entire fashion house is what makes Jacquemus so special.

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