Simon Jacquemus recently invited fashion’s elite to visit his anniversary show discovered in the heart of a lavender field to celebrate 10 years of his brand. The French designer from Marseille is once again showing his strong ties to the South of France with his runway “Coup de Soleil” being his third show in his home region.
An unnamed location that will leave you breathless, lavender as far as your eyes can see, and a 500 metres pop pink carpet between rows of the aromatic purple flower. An homage to the South for sure, but also to the artist David Hockney and his painting “The Arrival of Spring”.
One thing is for sure we defintly have a “coup de coeur” for the “coup de soleil”!
AN EXOTIC INVITATION
The invite; a sunscreen for everyone. The show is about his newfound love for prints. Last season there was only three different patterns and now thirty-five different ones. An ode to happiness which is his main achievement in life.
“When people ask me where I see myself in 10 years, I say happy. I want to follow something that drives me to happiness.”
After the show, the invites walked the pink carpet to the party. A charming wooden shed in the middle of a wheat field. Invites were eating wood-fire pizzas, and dancing barefoot; the mood was familial and joyous to conclude this incredible event.
A STAR-STUDDED FRONT ROW
10 years ago, Simon Jacquemus was just beginning his career but with the same set of mind:
“always to put no boundary between me and the public, and to use all I had to make noise”
Breaking the conventions, without any degrees or internships Jacquemus started his label with an Instagram account depicting a dreamy and cheerful life and his representation of the South of France. Today, there is no fashion week without a Jacquemus runway and his designs making us feel on vacation already.
Mini handbags, Maxi hats, Jacquemus always impresses from year to year with imagination and sense of style, pouring his childhood, personal memories and representation of the women in his life, straight onto the runway.
You might even have heard of his collaboration with Caviar Kaspia in Paris. The unstoppable Jacquemus opened his restaurant “Citron” which has become a must in the Capital. A Mediterean cusisine making you feel the sun and hearing the crickets.
Watch our favorite looks of his runway…