When people think of French fashion, they often think of big names like Chanel, Dior, or Saint Laurent. But in the last 15 years, another name has become very popular: Jacquemus.
Started by Simon Porte Jacquemus in 2009, the brand has grown quickly. Today, it is known for its fun designs, small bags, big hats, and creative fashion shows. Let’s look at how Jacquemus became one of the most exciting brands in the world.
1. The Beginning
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Founder: Simon Porte Jacquemus
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Year Founded: 2009
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Name: Taken from his mother’s maiden name, in her memory
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Location: Paris, France (but inspired by the South of France)
Jacquemus started as a small project by a young designer who was only 19 years old. Simon wanted the brand to reflect his roots in Provence, a sunny region in the south of France. This is why many collections feel natural, fresh, and simple.
2. The Look and Style
Jacquemus clothes are easy to spot because they mix minimalism (simple shapes) with playful ideas.
Main style features:
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Clean lines and simple cuts
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Bright colors like yellow, pink, or blue
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Tiny or oversized proportions
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Fun details, like cut-outs or unusual shapes
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Inspired by nature and countryside life
The brand makes clothes that are stylish but also full of personality.
Read also: Isabel Marant
3. Famous Products
Jacquemus became well-known for a few standout products.
| Product | Description | Why It’s Famous |
|---|---|---|
| Le Chiquito Bag | A very small handbag | Went viral, became a trend on social media |
| Oversized Straw Hat | Huge hat worn in summer | Created a dramatic, fun fashion moment |
| Clothing | Dresses, suits, shirts | Mix of simple and bold, often with bright colors |
| Shoes & Accessories | Sandals, jewelry, sunglasses | Easy way for people to own Jacquemus without high cost |
The Le Chiquito bag is perhaps the most famous item. Even though it’s very small, it became a symbol of modern fashion.
4. Fashion Shows
Jacquemus is also famous for creative runway shows. Instead of showing clothes in normal fashion spaces, Simon chooses outdoor landscapes.
Examples of show locations:
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A lavender field in Provence
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A wheat field in the French countryside
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The gardens of Versailles
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White salt mountains in Camargue
These shows are not only about clothes — they are visual events that spread quickly on Instagram and TikTok.
5. Social Media
One big reason for Jacquemus’ success is social media.
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The brand has a strong presence on Instagram.
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Simon himself posts pictures and shares updates.
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Product launches are often teased online to create excitement.
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Collaborations, like with Nike, went viral before the products were even released.
This direct connection with fans makes Jacquemus feel close and friendly, unlike many luxury brands that seem distant.
6. Business Growth
Even though Jacquemus started small, it is now a large and successful company.
| Area | Detail |
|---|---|
| Revenue | About $280 million in 2023 |
| Ownership | Independent (not part of a big group like LVMH) |
| Shops | Paris flagship, new store in SoHo, New York |
| Online Sales | Own website + big retailers like SSENSE, FARFETCH, NET-A-PORTER |
| Future Plans | Launching Jacquemus Beauty with L’Oréal in 2025 |
The brand shows that an independent company can succeed in the luxury world, which is usually dominated by huge groups.
7. Collaborations
Jacquemus chooses its partners carefully, but when it does collaborate, it makes headlines.
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Nike x Jacquemus (2022–): Sporty yet chic collections, very popular among younger shoppers.
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L’Oréal partnership (2025): To launch Jacquemus Beauty, including makeup and skincare.
These projects show how Jacquemus is moving beyond clothes into lifestyle and beauty.
8. Awards and Recognition
Jacquemus has been noticed by the fashion world from early on:
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Finalist for the LVMH Prize in 2015
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Won the Jury Prize at LVMH the same year
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Featured in leading magazines like Vogue, GQ, and Elle
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Called one of the largest independent French brands today
9. Why People Love Jacquemus
Jacquemus is not like other fashion brands. People love it because:
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It feels authentic (connected to Simon’s personal story).
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It is fun and playful (bags, hats, and shows that make people smile).
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Accessories are more affordable than big-name luxury items.
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It is social-media-friendly, designed for the Instagram age.
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Shows are creative and memorable, not just about clothes.
10. Jacquemus vs Traditional Fashion Houses
Here’s a simple comparison:
| Feature | Jacquemus | Traditional Brands (like Chanel, Dior) |
|---|---|---|
| History | Young, founded in 2009 | Long heritage, many decades or centuries |
| Ownership | Independent | Owned by big luxury groups |
| Fashion Shows | Outdoors, natural landscapes | Formal indoor venues |
| Style | Minimalist, bold, playful | Classic luxury, refined |
| Audience | Younger, digital-first | Broader, older luxury customers |
11. What’s Next for Jacquemus?
Jacquemus is growing fast. The new beauty line with L’Oréal will bring makeup and skincare into the brand’s world. More stores are expected to open in major cities.
The challenge will be to stay true to its playful, personal style while becoming a much bigger company. But given its history, Jacquemus is likely to keep surprising the fashion world.
Conclusion
Jacquemus is proof that a small, personal idea can turn into a global fashion success. From the tiny Le Chiquito bag to stunning runway shows in lavender fields, the brand has shown how fashion can be fun, emotional, and modern.
Simon Porte Jacquemus built more than just a label — he built a feeling. It is French, sunny, simple, and joyful. And as the brand moves into beauty and continues to grow, Jacquemus is showing us what luxury in the 21st century really means: not just tradition, but creativity, connection, and heart.
