My Favourite Brand
Jacquemus was founded in 2009 by Simon Porte Jacquemus. The founder and designer is primarily inspired by childhood memories of joy or serenity. What makes this brand unique is how it has entered into the fashion industry and competed against big names which are well established. This poses challenges for a new rival but simultaneously keeps the fashion world competitive. It is admirable and inspiring how a designer with no prior experience spontaneously created a whole brand after his passion for fashion and beloved mother. The brand is a new player in the industry and has managed to influence and inspire a new generation of fashion designers and enthusiasts. The essence of Jacquemus is reflected in its minimalistic yet versatile garments, including the choice of locations and details on their runway shows. The brand alters key features or certain aspects of basic everyday garments, either they are asymmetrical or the designer utilizes negative space in a way that complements the human form. The garments tend to be composed of neutral or cool tones which enhance the use of asymmetry and negative space displayed. For instance, the Spring/Summer collection 2021 demonstrates this in the Women’s garments where patterns and textures are minimal or rarely present throughout the work, but minimalism is the emphasis. It features soft shades of beige, ivory, mint green, white, grey, and pink. The setting of the show is in a giant wheatfield in the French Vexin Regional Park which essentially reveals the essence of the seasons, Summer and Spring. The garments have been meticulously crafted in such a way that the essence of the brand is evoked, and the seasons are conveyed through the color palette of the collection and the setting. Jacquemus became popular with a specific product which is now an iconic accessory of theirs, The Chiquito bag. In 2017 the designer debuted the micro handbags Le Chiquito which started the tiny bag trend. His creative designs, color scheme, and minimal aesthetic set a name for himself in the industry.