JACQUEMUS : Brand Identity and heritage
5 October 2022
Origin and Fame
Success is not handed to anyone; rather, it is attained through persistent effort and courageousness, and each of us needs to go after our own share. This young man, only 19, managed to shake up the luxury industry by introducing new ideas despite competing with established names. Jacquemus started with designs for women’s and men’s clothing, footwear, accessories, and jewellery, drawing inspiration from the art world and his native South of France.
Simon Porte Jacquemus a self-taught designer, founded his prêt-à-porter label in 2009 at the age of 19 after the sudden death of his mother. After being invited to show his collection at Paris Fashion Week in 2012, he soon found himself in the spotlight of the fashion industry.
Strength and Values
The death of Simon Porte Jacquemus’s mother became the turning point of his life. The shock came along with the most valuable lesson in his life- The value of time. The obsession with time prompted him to launch in 2009, and named the label Jacquemus, after his mother.
I said to myself, Simon, don’t waste any time. I became obsessed with time: “Do everything you can today.
Sarah Moroz, MAY 28, 2014
All of his campaigns and collections celebrates life and have a fun with the stereotypical, minimal French fashion.
Aesthetics and Storytelling
The label combines soulful minimalism with youthful freshness and playfulness to create something that is both commercial and conceptual. Jacquemus’ southern French roots inspire him to tell the romantic story of folklore and art in every collection. Every runway show is the mirror to his life and his world. Jacquemus says, “I don’t do clothes, I do stories,” and consumers love them. Over 335k global monthly searches for ‘Jacquemus Bag’ vs. 59k in June 2019
His SS 2015 collection is playful, fresh, and recalls his childhood in southern France. With
Simon Porte Jacquemus’ 2019 anniversary collection features white and sunny, uplifting colours, complementing the show’s title “Le Coup de Soleil” (the French term for “sunburn”); again taking its audience through an experience that is close to his heart.
Jacquemus is playful and experimental, never letting its audience get bored. Its collection SS21 takes audiences on a journey that takes them away from France and to Hawaii.
I think the Jacquemus woman is not French—she is a sunny person. That’s what the brand is about: sharing, sun, love, and family.
BY STEFF YOTKA, March 10, 2022
Segmentation
Though the brand is mainly known for its signature bag, the Chiquito. It is provided in small, medium, and large sizes; the small size launched in F/W 2019 created a wave in the fashion industry.
Each collection includes womenswear, menswear, bags, footwear, and accessories.
Personality and Identity
Jacquemus is not about night-life and clubbing and things like that, it’s more about fruit and vegetables and rolling in the grass.
440 Industries, October 5, 2021
The brand’s colorful, playful, and innovative personality shines through its colour strategy, too. It combines bright colours and prints with subtle shades of pastels, keeping black and white as its primary colors. This helps the brand maintain its aesthetic without being too flashy. Some of the designs are basic cuts with a decent hemline, along with the deep slits, layering, and experimental draping and knotting.
The brand makes sure that it breaks all the gender stereotypes and is gender inclusive in nature.
We can safely say that the brand’s primary intention is to rejoice in the beauty of life by maintaining a sense of wonder, originality, and fashion. Through partnerships with companies like Nike, the brand has done a fantastic job of preserving its reputation while staying relevant among millennials and Generation Z. This allows the company to both progress and maintain its brand identity.
Table of References
- showstudio, JACQUEMUS, SHOWSTUDIO, https://www.showstudio.com/contributors/jacquemus
- H.(2022, August).Brand Case Study: Jacquemus styles age. https://stylesage.co/blog/brand-case-study-jacquemus/
- https://www.businessoffashion.com/community/people/simon-porte-jacquemus
- Sarah, M. (MAY 28, 2014). Q&A: Simon Porte Jacquemus on Being a Young Designer in Paris. The Cut https://www.thecut.com/2014/05/qa-jacquemus-a-young-designer-in-paris.html
- 40 Industries (October 5, 2021). Jaquemus Case Study: The New Paradigms of the Designer Brand.440industries https://440industries.com/jaquemus-case-study-the-new-paradigms-of-the-designer-brand/
Jasmine 