Jacquemus knows how to draw a crowd. After stirring up a scene outside its first New York boutique last spring—complete with founder Simon Porte Jacquemus stepping out to spark a flash of phone cameras—the label showed no signs of slowing down. Recently it rolled out its “Winter Retreat” campaign with model-of-the-moment Alex Consani, a dreamlike vision that had everyone talking. Now, the brand has turned its gaze back to Paris, and this time it’s not about a runway or a retail debut, but something a bit more offbeat: a holiday bingo night at Espace Niemeyer.
Housed within the former headquarters of the French Communist Party, Espace Niemeyer stands as an official monument designed by the Brazilian modernist Oscar Niemeyer in the 1960s. Its curvilinear halls and otherworldly interiors created the perfect surreal backdrop for the evening’s festivities, which were less about politics than pure play. Guests filed in on Thursday for “la loterie,” a French twist on bingo, that was orchestrated like a slightly camp TV game show. It felt half-chance, half-fashion spectacle, as the numbers popped out of an air-blown drum and a hush fell over the room before each call.
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Prizes included the kind of Jacquemus pieces that define the brand’s cool factor: plush knit hats, scarves that flirted with whimsy, gloves that felt more art piece than accessory. Handbags, perched on stark pedestals, awaited anyone holding the right combination of numbers. By the final round, with only a handful of winners hovering over their cards, Porte Jacquemus himself emerged. He offered a grand finale: a 2,000-euro shopping spree at the Avenue Montaigne flagship. As the victors claimed their windfalls, everyone else slipped away with a set of ornaments shaped like the label’s iconic accessories—a small but telling reminder that Jacquemus’s world-building extends well beyond the runway.
