Simon Porte Jacquemus is a name synonymous with shaking up the Paris fashion scene—but he does it with a smile. He launched Jacquemus in 2009, when he was just 19, naming it after his late mother—a personal homage that underscores his deeply emotional approach to fashion. He dropped out of fashion school after just a few months, but that didn’t stop him from becoming one of the freshest voices in French fashion, channeling a balance between raw naivety and commercial savviness.
Jacquemus’s early days in Paris were defined by hustling—working at the Comme des Garçons store to make ends meet while designing collections in his free time. His aesthetic was instantly recognizable: asymmetry, surrealism, and a sense of play that was unapologetically French, yet subversive. He pulled the classic tropes of French style apart and reimagined them, flipping the Breton stripe on its head and infusing a provocative twist into archetypal silhouettes. His approach drew attention not just from fashion insiders, but also from Rei Kawakubo and Adrian Joffe, who quickly became his supporters.
In 2017, Jacquemus brought his show back to his roots in the South of France, staging a sun-drenched runway in Marseille. That spirit of the Mediterranean—full of warmth, ease, and sensuality—has become integral to the brand’s DNA. Collections like “La Bomba” captured that effortless charm, catapulting his brand into the racks of global retailers from Selfridges to Net-a-Porter. He’s since expanded beyond womenswear to include menswear, handbags, and shoes, each infused with that unmistakable Jacquemus touch—playful, intimate, and a bit risqué.
Jacquemus’s Instagram presence is a key part of his narrative. He runs the account himself, crafting a visual diary that blends behind-the-scenes moments with the dreamlike imagery of his campaigns. It’s all part of his unique brand—personal, joyful, and always slightly unexpected. Whether it’s an oversized sun hat or a tiny bag that barely fits a lipstick, Jacquemus captures the zeitgeist with a wink, forever balancing on the edge between fashion fantasy and real-life fun.
