This week, the Jacquemus house launched the “The Flowers” project. Spring is setting in, the Covid is still punctuating our lives…but life can be expressed through different paths and this initiative represents one ! So let’s go pick the Jacquemus Flowers !
Jacquemus, the brand
Jacquemus was founded twelve years ago by Simon Porte Jacquemus. Jacquemus being his mother’s maiden name, Simon pays homage to his mother, who continues to influence his collections.
His minimalist and sensual creations were noticed during the Vogue Fashion Night out in 2010.
In 2015, he won the Special Jury Prize at the LVMH Prize.
In 2018, he launched his first men’s collection.
In June 2019, he celebrated the tenth anniversary of his eponymous house with an anniversary parade in a lavender field typical of south-eastern France.
This fashion house is a house that I only knew for its iconic bag : the Chiquito. To be completely honest, this creation spoke little to me – not matching my style of accessory.
During confinement, I discovered more about this brand and I find it really interesting both in its style and the values it embodies. For example, during her spring/summer 2021 show, I liked the diversity of the models’ bodies and styles. The latest hyper-inclusive ads featuring bodies that don’t fit the usual fashion dictates have completely capsized me – not to mention showcasing same-sex love and sensuality. Congratulations !
If you want to discover the Jacquemus universe, there are the excellent videos of Loïc Prigent on the fashion shows of the house.
Jacquemus “The Flowers”
In the 18th arrondissement, where it all began for Simon Porte Jacquemus, a pop-up store was born. The Jacquemus blue and very yellow sun, the tone is set.
The idea behind this project is to reuse the “scraps” of fabric from previous collections. So, we are in a process of sustainability and circular economy in partnership with a horticultural farm in the town of Carqueiranne, in the Var. The family house will put its know-how at the service of Simon Jacquemus in a Parisian boutique simply called “Les Fleurs”, which will open – virtually – its doors on Saturday March 27 and close on April 3, 2021.
The creator expresses this project precisely in these words :
“I’ve always dreamed of having a Jacquemus flower shop. It’s also an intention to want to share something other than clothes at this particular time.”
The bouquets consist of 15 ranunculus. Each bouquet is unique and decorated with a Jacquemus fabric from previous collections, reused for this occasion in order to recycle their materials.
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- Most beautiful villages in Provence
