On January 25th, French brand Jacquemus will close Paris Fashion Week with a fashion show at the Picasso Museum.
The show location, which was first reported by the specialist magazine WWD, was not the first time Jacquemus chose it. Back in 2017, the designer held a show at the institution for his ‘La Bomba’ fashion show.
This return to the Picasso Museum underlines the brand’s close connection to cultural institutions. The brand also organized several events at the Palace of Versailles. She also presented several of her collections at exhibition venues such as the Fondation Maeght in the Alpes-Maritimes department. These unique initiatives have been instrumental in shifting the focus of fashion. They regularly freed her from traditional Parisian circles.
Jacquemus and Picasso
The Picasso Museum is located in the Hôtel Salé in the third arrondissement of Paris. The building is classified as a historical monument. A prestigious setting but which has been the subject of several controversies. These affected, among others, Pablo Picasso, whose misogyny was exposed through testimonies from the painter’s former partners.
Nevertheless, the choice of location fits Jacquemus’ aesthetic particularly well. The artist’s works are part of his design language. For this reason, Simon Porte Jacquemus contributed to the book ‘Picasso-Méditerranée’. The book was published on the initiative of the Musée national Picasso-Paris in 2021. In September 2025, the designer also worked with the museum and took part in a discussion.
“When I was eight years old, I saw a drawing of a twisted face and was fascinated in class,” Jacquemus told the show ‘Stupéfiant’ in 2017. He was referring to one of Picasso’s paintings. The master’s inspiration is evident in the geometry of his accessories.
Today, the connection of Jacquemus’ DNA with the art world strengthens the brand’s artistic image. It also consolidates their cultural capital. This is a winning strategy in a context where consumer enthusiasm for culturally enriching activities has become an important engagement lever. The luxury market in particular shows a strong desire for experiences. These experiences go beyond a mere business transaction and touch on art and cultural heritage.
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