Jacquemus is THE brand that excels in managing its online and offline presence and therewith never fails to surprise. The French designer brand's initiatives are numerous and diverse, yet always remain true to its core values of authenticity, minimalism, creativity and joy.

Let's start by looking at the core elements that define a fashion brand: its garments and accessories. From the outset, Jacquemus has attracted immense attention by creating inimitable fashion pieces that embody the brand's identity. Two of Jacquemus' best-known accessories are the enormous Le Grand Chapeau Bomba hat and the Le Chiquito bag, which comes in a variety of colors and sizes — the smallest of which cannot even fit a phone. These two products reflect Jacquemus' playful approach to fashion and possess a unique allure. Examining other collections reveals the minimalism and simplicity for which the French brand is renowned. The extraordinary nature of these designs lies in their distinctive silhouettes and attention to detail.

Retail design generally plays a crucial role in fashion communication, as its ultimate goal is to create a customer experience that reflects the brand's identity. Examining Jacquemus' stores, we see that they primarily embody simplicity and minimalism, thereby signalling the organization's core values. Besides, the shop windows are usually adorned with oversized, eye-catching elements, such as a giant lemon squeezer, to attract attention and emphasize Jacquemus' fun and playful approach to fashion. While these two concepts may seem contradictory, the French brand successfully combines minimalism and fun to create a harmonious whole.
To date, Jacquemus has opened boutiques in major cities such as Paris, London and New York, as well as holiday destinations such as Capri, Saint-Tropez, Lake Como and Courchevel. In 2021, the ready-to-wear brand also shook up the traditional retail concept by opening a 24-hour pop-up store inspired by vending machines to celebrate the launch of the latest Le Bambino Long bag in pink. The pop-up store was open for two days and featured the Bambino bag, as well as other products from the Pink 2 capsule collection.

Moreover, fashion runways and, more importantly, their locations play a significant role in the luxury fashion industry. Jacquemus is renowned for its discerning choice of show locations. Its latest collections, for instance, have been presented in a lavender field in the Provence, on a beach in Hawaii, in Capri and in front of the Palace of Versailles. By selecting such evocative and memorable settings, Simon Porte Jacquemus highlights the art of storytelling and the message conveyed by his collections. An excellent example of this is Jacquemus' 10th anniversary show, Le Coup de Soleil, which took place in Valensole in southern France in 2019. Set amidst lavender fields, the fashion brand installed a pink catwalk, creating a setting that astonished with its dreamlike atmosphere. Therewith, the runway show paid tribute to Simon Porte Jacquemus' story, as he grew up nearby, while emphasizing the authenticity and purity integral to the brand's identity.

Jacquemus was one of the first brands to recognize the potential of social media. Over the years, the designer brand has built an online presence that authentically represents its identity and is a true expression of creativity. Rather than seeming like advertisements trying to sell products, the company's social media posts offer a glimpse into Jacquemus' approach to fashion and illustrate the brand's values. Jacquemus is particularly renowned for its short video clips, which often feature oversized items and products created with the help of AI. This has enabled the ready-to-wear brand to attract a lot of attention — for example, with giant Bambino bags driving through the streets of Paris — and revolutionize the digital presence of premium brands by adding a fun and emotional context.

Finally, Jacquemus has launched projects that aren't primarily focused on the fashion industry. In 2023, for instance, the French company opened a pop-up café called Le Café Fleurs in Seoul. Resembling an enormous Bambino bag by Jacquemus, the store offered a menu of special drinks and bouquets of white lisianthus. Furthermore, in 2019, the company collaborated with the renowned Caviar Kaspia restaurant in Paris to open a café. This café celebrated the simple flavors of the Mediterranean and created a warm, personal atmosphere, representing Jacquemus' identity and authenticity. Additionally, in 2023, Jacquemus began collaborating with Indie Beach in Saint-Tropez by opening a boutique, a restaurant, and a beach pop-up in the south of France.