At Arles, Jacquemus Proves It’s More Than A ‘Social Media Brand’ With Their Latest Runway

The brand gives new meaning to sartorial bridal splendour.

By Ava Gilchrist
When you get invited to a Jacquemus show in the south of France, the dress code that immediately springs to mind is one of balmy, sun-drenched hues, lush linen fabrications and sartorial references to provincial life.
However for the brand's recent Fall/Winter 2022 runway presentation, guests flocked to the salt-crystal front row in monochrome tones and neutral shades to usher in the next evolution of the Jacquemus brand.
While love is a motif Simon Porte Jacquemus continues to explore and recontextualise in each of his collections, he's clearly taking a more literal approach for his bridal-inspired line called 'Le Papier'.
With the social media savvy modern bride has coveted Jacquemus' asymmetrical ivory garms as the picture-perfect wedding gown, Jacquemus is elevating their offering with a whole collection dedicated to matrimony—an homage to Simon's own upcoming wedding with husband Marco Maestri.
Here in the mountainous salt-rock terrain of Arles, Jacquemus sheds its skin as a 'social media brand'.
You'll find no pink runway in a lavender field, a grainfield lining the catwalk or even the seaside splendour which the Jacquemus brand has become synonymous with.
For this collection, Jacquemus isn't relying on gimmicks or shticks like an Instagram-first approach to design that has contributed to the virality and desirability of the brand.
Construction of the garment is apparently paramount, with Jacquemus' distinct approach to the feminine silhouette conceptualised with protruding pieces of tulle, unexpected detailing and masterful raw hem finishes.
However, this collection is suitable for more than just walking down the aisle. Jacquemus is continuing to reinforce their athleisure-adjacent apparel with a series of sportif inspired silhouettes that will tug at the heartstrings of any gorpcore enthusiast.
Of course, they have their upcoming collaboration with Nike to thank for that. While the collection will launch on June 28 (a perfect present for the cardinal Cancer signs amongst us), the brand has teased exactly what we can expect, and it does not disappoint.
While the collection certainly was rife with Jacquemus staples—unexpected layering, asymmetrical finishes and the oh-so covetable spaghetti-strap dress (some of which has already sold out—the dolls certainly are moving fast these days)—there are also a few surprise additions.
From fashion's 'It girl' of the season Lila Moss, to a star studded front row which includes Jorja Smith and Victoria Beckham, Jacquemus has cemented their future as more than a viral Instagram brand.
All that's left is to cop a piece of this collection for yourself.
  • undefined: Ava Gilchrist