The French label opens a 300-square-metre boutique on Melrose, complete with flower stands, banana ice cream, and hidden golden tickets.
Jacquemus has crossed the Atlantic again, unlocking its signature sense of play on Los Angeles’s Melrose Avenue. The store, which opened on 24 April, covers more than 300 square metres and sits among kindred labels—A Bathing Ape to one side, Acne Studios to the other. Its façade nods to local vernacular, but the real narrative starts inside, where Simon Porte Jacquemus’s palette of sun-washed neutrals meets glossy West Coast light.
The launch arrived with a teaser steeped in ’90s Hollywood references, setting an almost cinematic tone for Jacquemus’s first standalone in the city. Outside, the brand staged a “Jacquemus Market,” a pop-up that felt equal parts corner bodega and film-set prop. Passers-by left with bunches of flowers or scoops of banana ice cream; hidden among them, lucky tickets granted gifts redeemable inside the boutique, turning a quick snack into retail theatre.
Opening in LA is the latest chapter in a Stateside strategy that has rolled out despite fresh tariffs on European imports. Jacquemus planted its first US flag in New York last October, followed by a bowling-themed installation with Neiman Marcus in Dallas this March. Melrose, with its constant foot traffic of stylists, tourists, and sneaker hunters, now gives the brand a West Coast perch and a street-level focus group in one.
California’s sunlight has always suited Jacquemus’s Riviera-bred optimism, and the Melrose address cements that relationship. Inside, visitors will find the label’s ready-to-wear alongside micro-bags that still prompt queues online, all presented in rooms that feel more like domestic spaces than classic retail. The aim is clear: keep the mood intimate, even as the audience grows.
