Jacquemus Spring Summer 2020 took place in a South of France lavender field, the show which celebrated 10 years of the brand’s anniversary.
There was gathering of editors and celebrities like Emily Ratajkowksi, Jeanne Damas and Bruna Marquezine gathered near the small town of Valensole in Provence sitting in a lavender field to help Simon Porte Jacquemus the creative director. celebrate the 10th anniversary of his label with his first joint women’s and men’s show. The runway was made with a pink ribbon with an endless length, against the stunning backdrop of the Alpilles mountain chain.
“I wanted a place that looked like a postcard — almost too much like a postcard, even. It was important to me to turn that cliché into something artistic, with that pink line running through the middle like a contemporary art installation by Christo, or a painting by David Hockney,” the designer said.”
As the temperature was set to be as high as 40 degrees Centigrade, it’s a no brainer that the invitation was sent in form of a small bottle of SPF 50 Sunscreen printed with words the “Le Coup de Soleil,” or “The Sunstroke” in English.
The show was opened with an oversized white pantsuit with a peach lacy slip worn underneath, there was printed embroidered patterns on roomy short-sleeved shirts worn by both male and female models, not leaving out the brand’s classic giant hats.
There were flowy maxi dresses, pastels, structured blazers, formfitting dresses hand painted in cornflower blue and white floral pattern and oversized outerwear. Jacquemus teamed with Swarovski adding sparkle to the brand’s items like a bedazzled polo shirt worn as a dress(Trend of the season).
“This collection is not at all about Provence. It’s about the codes of the house, about other places, about all these women who have inspired me that were not from here, who were overdressed, and these guys who wear too many prints, but who still look cool,” said Simon.
The accessories this season were bags shaped like biscuit tins and lavender sachets, giant printed cotton totes and straw bags with coloured leather handles. The creative director of the brand won’t have it any other way despite the hot weather condition, he said:
“Everyone told me it was impossible, but I had no choice. At Jacquemus, we always have to put the cart before the horse. It’s really very important,” he said earnestly. “You have to think big, otherwise you don’t achieve anything. If you try to compare yourself to others, if you try to play by the rules, it doesn’t work.”
Jacquemus is still that independent minded young 29 years old man, going out of his way to stand out from the crowd. The show was epic and for this SS’20 fashion show, he was on top of the world.