Fashion Weeks

Vive L'AMOUR: The Co-ed Collection by Jacquemus

After last year's show in Provence in the lavender fields, Jacquemus takes us to a bucolic wheat field...
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Last summer, Simon Porte Jacquemus presented his Spring / Summer 2020 collection in the middle of a beautiful lavender field in Provence, France. Known for his talent for storytelling and graphic art, the French designer decided to organize his Spring / Summer 2021 fashion show in a giant wheat field near us in the Vexin Regional National Park, an hour away from Paris. Only 100 guests were allowed to take part in the show due to France's strict social exclusion rules. Those who were invited were seated next to the wooden walkway that ran 600 metres long, an installation that Porte Jacquemus said "was intended to evoke the authenticity and the more romantic side of the brand". Nicknamed the collection "L'Amour", the designer wanted to dedicate this collection to his team. "The great thing about L'Amour is how it can resist - sometimes even become stronger - in the absence of people being together," he said in an Instagram post. Featuring soft shades of beige, ivory, white, mint green, grey and pink, women's offerings include maxi summer dresses, loose, flowing trousers and trendy tops. For men's dresses, Picasso motifs and cut-out hearts can be found on blazers and shirts. Accessories include the Chiquito bag and the new Chiquito Noeud, a variation of Jacquemus' bestseller. Jacquemus' SS21 collection will be available for pre-order from July 18 through the label's website.



"At the beginning of this collection, I imagined a ceremony, a group of people gathered to celebrate love. The choreography by Alexander Ekman where the grain is thrown into the air with passion. Emir Kursturica's film Time of the Gypsies and its dreamlike realism. Scenes of small and big ceremonies. But above all, what makes love beautiful is the way it endures, sometimes becoming even stronger, in the absence of our loved ones. Soon after the members of my team were separated from each other, each at home, with the desire to continue working, a new vision of the collection was born. We became a human chain, every step of the creative process performed with love. In fact, every decision I make about JACQUEMUS is motivated primarily by love and common sense. That's why we adopted, last year, a rhythm of environmentally and human-friendly collections, with two co-ed shows for men and women, in January and June. This decision was all the more beneficial this season, as we received all our fabrics before the confinement period. You decide to keep our collection pace and fashion shows are at the heart of our visual identity, our commercial strategy. With this smaller collection, presented mainly to our relatives and friends, we reveal our inner universes, reinterpreting fabrics and unpretentious objects that are part of our everyday life and have their own poetry to tell. Inside the house, love is revealed in wonderful little things. Everyone on our side but also collectively, we have realized that the house is an inexhaustible source of inspiration. These are the impressions that I wanted to transcribe in the current context in which we had to prove our adaptability. My team has worked very hard over the last few months and I owe them a lot, acknowledging that it has come to this and that we are together today. For me it is important that people understand that the true celebration of Love is universal."

L'AMOUR Co-ed Show by Jacquemus

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