The new darling of the year, 100% independent, he is a designer, artistic director, and founder of his eponymous brand, this is the story of Simon Jacquemus!
CAREER TRAJECTORY
Simon Porte Jacquemus is the famous designer of the Jacquemus brand. Let's focus a little more on his childhood and especially the path he took to get there. The son of farming parents, he left Provence to move to Paris to study fashion design at the famous ESMOD fashion school and became the assistant to the artistic director of Citizen K. At the end of his studies, he lost his mother and this was the trigger for the young designer to create his own brand Jacquemus as a tribute to his mother. The brand's beginnings were very difficult, as the young designer could not find his place among the big names in fashion. In 2010, he launched his first collection by parading models on the street and began to gain notoriety. A few years later, Jacquemus found its place at Paris Fashion Week and finally, Jacquemus made its mark in the fashion world
The Jacquemus touch can be summed up, first of all, in simplicity and minimalism in both its collection and its logo. Moreover, the brand's difference is also found in the colors chosen by the artistic director. He doesn't want to do like other designers who opt for black or primary colors, and so he decided to focus more on pastel colors to catch the eye of the customer and make him stand out from other fashion fanatics. His main inspiration comes from his native region, the south of France, which can be found in almost all his collections or in the decor of the fashion shows organised by Jacquemus.
DIFFERENTIATION
The particularity of the Jacquemus brand is its multifaceted nature. Warm colors reminiscent of the sun and summer are central to its collections. Jacquemus' most important point of differentiation is undoubtedly its pricing strategy, much more affordable than those of competitors in the luxury industry. Furthermore, its style and way of designing the collections are unique and above all recognisable. Finally, its last point of differentiation, which allows the brand to stand out from the competition, is its distribution chain. It relies solely on e-commerce and decides to meticulously select retailers to keep its strong brand image. Regarding the possibility of opening a physical shop, "it must be a real experience, not just another place in the Marais". In addition, Jacquemus is trying to play on its exposure on social networks, by proposing a homogeneous feed on Instagram in line with the brand's colors. Once again, it breaks the codes by wanting to get as close as possible to its customers by sharing photos of its private life. To conclude, Jacquemus' main mission is to transmit a strong message, emotions, art, and poetry through its collections, its fashion shows, and its networks, which is that clothing is above all a way of celebrating bodies and identities, in all their diversity.
Jacquemus, which began by creating its pieces by instinct, is facing a new challenge: balance to be UNIQUE AND WORTHY. He has to find the balance between listening to his instincts, continuing to create new atypical creations while keeping his main collection lines that have become bestsellers, and respecting collection rules. Generation Z is a major challenge who wants authenticity, sincerity, to know everything about the product, and Jacquemus has met this challenge with its Instagram and its touching storytelling. He does not hesitate to go off the beaten track with his artistic performances in atypical places: lavender fields in Provence, wheat fields, municipal swimming pool, beach.
One of the advantages of being both a designer and a pattern maker is that it allows him to understand what customers want and expect and to create clothes that will sell and represent his original idea. It's been over 10 years since the Jacquemus brand was created, it's been validated by top designers such as Karl Lagerfeld, Pierre Cardin, Christian Lacroix who see him as a genius, he is not determined to stop there, it has diversified by opening coffee. Finally, his future project is to launch his own cosmetic brand which we hope will represent his brand image in the colors of the south with tones that correspond to JACQUEMUS that we love so much!
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