“Jacquemus is not about nightlife and clubbing and things like that, it’s more about fruit and vegetables and rolling in the grass,” said the brand’s founder, Simon Porte Jacquemus in a recent interview. Surreal and poetic, his label is about something more innocent and playful – an energy inspired by the south of France, where he grew up.
“The collection is about those figurines and the traditions of the south of France,” the designer explains. “So it was very logical to shoot them this way, like figurines. I wanted to speak about those traditional santons in a poetic and modern way.”
“Ever since I started this collection, I knew that Rose Van Bosstraeten would be the right person to present my collection,” he continues, speaking on his decision to cast the Belgian in the campaign. “She has something very simple, naïve and beautiful (about her). I really fell in love with her. She reminds me my mother, (which is something) I’m always looking for.”