As he celebrates his label’s 10th anniversary, Simon Porte Jacquemus brings high fashion to the South of France—and vice versa:
landscape. Whether experienced in person or viewed on the phone, it was inarguably breathtaking, made all the more so by the sensual, co-ed lineup of girls in sheer knits and vibrant peasant dresses and boys in boldly patterned shirts and board shorts. The looks were inspired, Jacquemus says, by the tourists he had observed as a child in the. “They’d be from L.A. or Tokyo, and totally dressed up in the street markets. You’d say, ‘Oh, it’s too much,’ but at the same time it was very chic.
Jacquemus was just 19 when he launched his line, following a one-month stint at fashion school. Back then, a lack of funds meant he couldn’t afford a fit model, let alone luxuries like buttons or pockets. Consequently, his clothes were minimal, boxy, and at times puzzlingly conceptual—but they exuded a youthful, sunny charm that proved infectious. A decade later, his collections have become “less naive,” as he puts it, and more elegant and feminine.
Photograph by Th´eo De Gueltzl; Styled by Simon Porte Jacquemus. Hair by Ramona Eschbach for Bumble and bumble at Total Management; Makeup by Lisa Butler for MAC Cosmetics at Bryant Artists. Casting by Jacquemus. Models: Anael Toula at MP Management Paris, Saffron Vadher at Elite Worldwide, Adesuwa at the Society, Camille Hurel at Women Management, Shanelle Nyasiase; Photography Assistant: Marius Uhlig.
Perhaps that’s why, earlier this year, he opened Citron, a citrus-themed café complete with wooden tables, terra-cotta pots, and a Mediterranean menu heavy on desserts, at the new Champs-Élysées outpost of Galeries Lafayette. A second spot there, a seafood restaurant called Oursin, is set to open during Paris Fashion Week in late September. Not surprisingly, Jacquemus designed the menu, decor, and uniforms of both joints to look tantalizing on social media.
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