Jacquemus: How a young man from Provence turned naivety into a fashion revolution
A brand that grew from a personal story and changed the perception of fashion
Simon Porte Jacquemus founded his brand at the age of 19, with no major investors or a wealthy family name behind him. Born into a modest farming family in the French village of Mallemort, he had been fascinated by clothes from a young age, took his first steps in sewing, and expressed himself freely. His mother, Valérie, not only never discouraged these interests – she inspired them. She was the first to notice his talent and nurtured his courage to be himself. After her untimely death, Simon channeled his energy into creativity, both in her memory and as a continuation of his love. He would later dedicate one of his most celebrated collections to her – La Bomba, presented in 2018 in the courtyard of the Picasso Museum in Paris.
Simon's father taught him to keep life simple from a young age. And simplicity was not a stylistic choice – it was a necessity. He didn’t have enough money for elaborate constructions or expensive materials, but it was precisely this simplicity, honesty, and naivety that formed the DNA of Jacquemus. Minimalist dresses, free silhouettes, sun-drenched fabrics, and southern charm – all of it stemmed from his personal story.
Before launching his brand, he worked briefly as a model and interned at Comme des Garçons, where he gained his first experience in the industry and was inspired by founder Rei Kawakubo’s approach to building a strong, independent label. In 2015, Jacquemus was a finalist for the prestigious LVMH Prize and received the jury’s special award – €150,000 to develop his brand. It was a major turning point: the brand caught the fashion industry's attention and the international press, and Simon’s name began to resonate widely.
A true breakthrough came with the Spring/Summer 2019 show, held in a lavender field in the South of France. A pink runway cut through the violet landscape as models paraded in pastel looks. The collection was called Le Coup de Soleil (“Sunburn”), and it truly hit the industry like a heatwave. With this show, Simon proved that fashion could be emotional, beautiful, and radically personal, without any unnecessary noise.
Since then, Jacquemus shows have become a phenomenon in themselves. He stages them in unconventional locations that amplify the spirit of the collection. In 2020, models walked a narrow path through wheat fields (L’Amour), in 2022 – across dunes in southern France (Le Papier), where the garments seemed to merge with the landscape. There have been shows on airport runways, in swimming pools, on snowy plateaus. This method of presentation has made the brand visually iconic and set a new standard for fashion storytelling. Simon doesn’t create just to sell – he shares what’s inside: freedom, sincerity, love of life. And that’s what connects.
Moreover, Jacquemus has crafted a visual identity that rivals any marketing strategy. His oversized bags rolling through the streets of Paris, pop-ups designed like fruit stands, teaser videos, and narrative campaigns – all contribute to a unique emotional language. He consciously builds a brand image as an extension of himself. His Instagram isn’t a sales platform – it’s a photo diary of memories, love, and feelings. It’s authentic, honest, and that’s what builds trust.
His most recent collection – LE PAYSAN (French for “The Peasant”), is a tribute to Simon’s past – his family, his childhood, the simple joys of rural life. The show took place in the Versailles greenhouse – his favorite place, symbolically uniting past and present. For the launch, he recreated scenes from family photos of his youth and posted the images online. At the end of the show, Simon took a bow with tears in his eyes – the crowd gave a standing ovation. He later wrote: “I wanted to pay homage to the past to create something new for the future. This show is a thank you to them.”
Soft shapes, breathable fabrics, jewelry that seems to carry the scent of Provençal markets – this collection became a love letter to his roots.
Jacquemus is not just a brand – it’s a philosophy. One of fashion with a soul, of sincerity and emotion. Simon doesn’t try to be anyone else – he builds a world around himself. In an era where fashion often loses its identity in the chase for trends, Jacquemus reminds us: fashion, above all, is a story.
