Jacquemus continued his triumph in 2023. The luxury brand expanded its retail presence, conquered new segments and created a lot of conversation. FashionUnited looks back at the events that shaped the year of one of the hottest French labels of the moment.
Opening of pop-up stores in France and abroad
In September 2022, Jacquemus opened its first flagship store on Avenue Montaigne, which was followed by numerous pop-up stores in strategic locations in 2023. Back in February, the label announced the opening of a temporary boutique at Galeries Lafayette Haussmann.
To celebrate the launch of its summer collection with summery colors and cuts, Jacquemus traveled to Italy in April and to Saint-Tropez in June, where pop-up stores were held until early October. The luxury brand looked to Seoul in October and unveiled a temporary boutique that visually resembled the brand’s oversized white bag.
Jacquemus recently unveiled a pop-up store and ice skating rink in the famous ski resort of Courchevel, which will run until March 31 and February 9, 2024, respectively.
The brand is also said to be looking to open its second independent store outside France. According to the British media Drapers, the company is negotiating a store space in London.
Viral moments
Jacquemus has demonstrated a keen interest in artificial intelligence (AI) throughout the year. This interest was expressed back in April when the label shared on its social networks a video campaign by artist Ian Padgham designed using an AI tool. In it, the Bambino bags – one of the label’s bestsellers – were transformed into a bus and shown on the streets of Paris. The video went viral on Instagram with over 48 million views, two million likes and 15,000 comments.
On June 26, the French label moved into the gardens of the Palace of Versailles to present its fashion show “Le Chouchou.” The show was intended as a tribute to Lady Di and Marie-Antoinette and highlighted lace, tulle, volume and draping by combining ready-to-wear pieces with lingerie elements. In an interview with industry magazine WWD, then-CEO of Jacquemus, Bastien Daguzan, said that Jacquemus’ appearance in such a prestigious location was part of a long-term strategy aimed at elevating the brand into an affordable luxury brand.
Start into new segments
Jacquemus has previously operated in the men’s and women’s market and has developed new offerings in 2023.
In April, the luxury brand presented a furniture collection in collaboration with the Italian furniture company Exteta. For this occasion, the two companies reissued pieces from the Locus Solus series by architect and designer Gae Aulenti. At the same time, Jacquemus launched a lifestyle line called “Objets”, which consists of, among other things, leather plates, notebooks and a selection of beautiful books.
Jacquemus also entered the children’s fashion market at the end of November, with an initial collection of around 50 items. The offering includes long-sleeved T-shirts, hoodies, denim jackets, as well as colorful bobs and a pair of white ankle boots. Sizes range from four to twelve years, while prices vary between 75 euros and 250 euros. To celebrate the launch, the label opened a mini children’s cinema at Galeries Lafayette Haussmann.
A year of internal changes?
Rumors about Jacquemus’ future have been circulating all year long. According to the digital magazine Glitz, the success of the label’s boutique on Avenue Montaigne has piqued the interest of luxury goods group LVMH. However, the luxury giant is said to have responded to the designer’s desire to remain independent.
A few days after it was announced that Givenchy creative director Matthew Williams had left the company on December 1, Simon Porte Jacquemus posted a photo of an office on his personal Instagram account with the caption “Chez Hubert de Givenchy.” This led internet users and fashion enthusiasts to ask whether the founder of the eponymous brand would succeed Matthew Williams at Givenchy. So far, LVMH has not officially announced anything, as Williams’ departure will not take effect until January 1, 2024.
Bastien Daguzan, CEO of Jacquemus since 2022, was named president of the company on December 12. Just ten days after taking office, he announced his hasty resignation with immediate effect. The reasons for his withdrawal have not been disclosed and certainly never will be, but speculation is rife on social media. Some Internet users speak of disagreements between the ex-president and the internal teams, while others suspect that Simon Porte Jacquemus will take over the management of his eponymous brand, contrary to the rumors that announced him at Givenchy.
This translated article previously appeared on FashionUnited.fr