Simon Porte Jacquemus

Have you ever dreamt being young and sunburned in the South of France—falling head over heels in love with someone impossibly beautiful, running with new friends along the Côte d’Azur, through lavender fields, and ending the day with lemon ice cream… or perhaps a bubbly glass of champagne? That is what Jacquemus transmits - especially during the Summer… 

image COURTESY OF David Luraschi AND JACQUEMUS FT LA BOMBA

There is something enchanting about the rolling lavender fields of Provence, the sparkling sapphire sea of the Côte d’Azur, and the whispering wheat fields of the French Vexin Regional Natural Park—a kind of reverie for the South of France that Jacquemus captures and reimagines, collection after collection. Visually inspiring and moving, Simon Porte Jacquemus never fails to create some of the most breathtaking runway environments for his just as visually inspiring collections. Simon has consistently and successfully created the perfect harmony where location and collection coexist, where one amplifies the other for an experience that is both memorable and emotionally charged—as well as viral. 

LE PAYSAN COURTESY OF JACQUEMUS

You have most likely come across a viral Jacquemus moment at least once—whether it was the micro “Le Chiquito” bags seen all over social media, influencers snapping shots within a Provençal lavender field for Jacquemus’s 10th-year anniversary show, or perhaps when the giant straw wide-brim hats, known as Le Chapeau Bomba, had a major moment from the notorious Spring-Summer 2018 collection. Jacquemus, as a label, continues to grow steadily in popularity since Simon knows exactly what the cool kids in fashion want—a moment that is both Instagrammable and viral, yet nostalgic and timeless. How did he come across the secret recipe to stand out above all the noise? Simon is a connoisseur of cool himself. He is always simply and unapologetically himself, unafraid to wear his heart on his sleeve, especially when it comes to his bittersweet youth. 

Growing up in the South of France near Marseille, Simon Porte Jacquemus was raised by parents who were both farmers. He developed a natural sensitivity to landscape, simplicity, and beauty. He always makes sure to remind us how much his youth in the countryside influences his design choices, which was especially seen in his 2026 Spring-Summer collection, Le Paysan. 

from glamobserver.com ~ Jacquemus with his mother

At 19 years old, he moved to Paris to pursue his love for fashion—but this excitement was extremely short-lived since his mother (and #1 supporter) passed tragically in a car accident only a month after his move. Simon honored his mother by continuing to pursue his passion and created his own fashion label, Jacquemus, named in honor of his mother after her maiden name. 

Simon caught the eye of the fashion industry when he presented his third collection, L’usine, in a Tokyo showroom. This collection was viewed by Rei Kawakubo, founder of Comme des Garçons, along with her husband Adrian Joffe. They felt something very strongly distinct, original, and fresh in what Jacquemus designed—so much so that Adrian later offered Simon a job at the Comme des Garçons store on Rue du Faubourg Saint-Honoré in Paris. This also led to Jacquemus being sold at the Tokyo Dover Street Market, which marked the beginning of the label’s journey to commercial success. This chapter became a very vital one for his design career since he learned so much about the fashion industry, and it allowed him to finance his collection presentations at Prêt-à-Porter Paris Fashion Week. 

Simon Porte Jacquemus made his official debut in October 2012. He went on to gain industry recognition by winning awards such as the LVMH Prize for Young Designers in 2014 and the Special Jury Prize at the 2015 LVMH Prize for Young Fashion Designers. Jacquemus was increasingly gaining industry recognition, but the label truly exploded into existence in 2017 with the debut of the viral micro bags known as Le Chiquito. As soon as Rihanna was seen wearing the bag in 2017, that added gasoline to the wildfire. It is unquestionable the kind of impact Rihanna holds when it comes to trend-setting. Simon shortly after presented the Spring-Summer 2018 La Bomba collection. La Bomba, led by the larger-than-life wide-brim straw hat, became an even more viral success, which further cemented Jacquemus’s media presence and relevancy. Jacquemus notoriously became the staple Mediterranean it-girl brand. 

The world of Jacquemus is one of endless summer: summer love, sun-kissed skin, diving into the Mediterranean, and a carefree spirit shaped by the slow rhythms of rural French life—the nostalgia of youth, untouched and glowing. In an industry often weighed down by intellectualism and severity, Jacquemus arrives as a breath of fresh air—playful, instinctive, and effortlessly witty. Simon exists as a quiet contradiction: never forced, never trying too hard—a refusal to conform. Surreal proportions meet sun-warmed sensuality, all infused with an unmistakable joie de vivre. And with his genius for marketing, Jacquemus always knows how to stay relevant through clever humor and emotionally charged nostalgia. Undeniably, Simon knows how to make you laugh and cry, giving his brand a very humanistic sentiment that many luxury fashion consumers see other labels lacking. 

SHOJI FUJII JACQUEMUS

For this summer, we can refer to the latest Spring-Summer Jacquemus collection, Le Paysan. This collection offers a vision of what summer will become: a study in texture and restraint—linen, air, and movement—rendered in a palette of creamy whites, sheer pinks, invigorating yellows, summer sky blues, and classic blacks. Simplicity becomes the ultimate form of elegance. This collection is a love letter to Simon’s roots and farmer upbringing, going back to where it all began—even honoring his great-grandmother, Claire Jacquemus. In the form of presentation, you can transparently see where Simon’s heart is, deeply feeling where, in memory, he longs to remain. Featuring durable linen and leather pieces, delicate sheer silhouettes, tablecloth-inspired details, witty harvest-themed accessories such as leather leeks and garlic bag charms, and more—and with the bag inspired by and named after his mother at the center, Le Valérie—this collection is a tender balance of past and present, where rustic heritage meets refined modernity, and everyday objects are elevated into symbols of memory, emotion, and enduring, sun-soaked elegance. 

From hot pink runways cutting through lavender fields in Provence, to Jennie Kim descending the sculptural steps of Casa Malaparte along the coast of Capri, and to witnessing an endearing homage to Simon’s rural upbringing under golden lighting at the L’Orangerie at the Palace of Versailles—Jacquemus certainly knows how to stop time, capture everyone’s attention, and authentically embody the Mediterranean way of life. Apart from being a creative genius and moving storyteller, Jacquemus wears his heart on his sleeve, never forgetting to honor the women who inspired his love for fashion—like his beloved maman and his first-ever brand ambassador, his grandmother, Liline Jacquemus. 

Images courtesy of Jacquemus-LePaysan | Writer : Sharon Jane ; @itssharonjane