Jacquemus: The Sunkissed Story of Fashion’s Favorite Dreamer


Image Credits: Arnold Jerocki/WireImage

Share This Article

In This Article




4. "LA BOMBA" HAT (2017)





9. "LE CHIQUITO" BAG (2019)


In recent history, few brands have captured the zeitgeist quite like Jacquemus.

Founded in 2009 by Simon Porte Jacquemus, this French label has become synonymous with a certain kind of effortless, sun-drenched chic – a way of dressing and living that feels at once timeless and utterly of-the-moment. 

But Jacquemus is more than just a fashion brand – it’s a cultural phenomenon, a testament to the power of creativity, passion, and an unwavering commitment to one’s vision.

Over the past decade, Jacquemus has given us countless iconic moments – from the oversized “La Bomba” hat that launched a thousand Instagram posts, to the tiny “Le Chiquito” bag that became an instant viral sensation. 

But beyond these headline-grabbing pieces, there is a deeper story to be told – one of a young designer with a singular vision, who has poured his heart and soul into every collection, every show, every tiny detail.

It’s always important to take a look at some of the most important moments that made a fashion house which we all know and love, what it is today – the collections, the accessories, and the unforgettable experiences that have made it one of the most exciting and influential in the world of fashion. 



Founded in 2009 by the visionary designer Simon Porte Jacquemus, the brand has become synonymous with a distinct, playful, and quintessentially French aesthetic. 

Simon Porte Jacquemus posing with a collection of colorful bags, reflecting the designer's creative and vibrant approach to fashion.

Image Credit: @jacquemus

But what inspired this young maverick to take the leap into the highly competitive world of fashion?

Born and raised in the south of France, Simon Porte Jacquemus was deeply influenced by his mother’s sense of style and his grandmother’s wardrobe. 

The tragic loss of his mother at the tender age of 18 became a turning point in his life, propelling him to pursue his passion for fashion as a way to honor her memory. 

“I just want to tell something about happiness,” Jacquemus says. 

“This collection began slowly, from memories from my childhood – of seeing my mother after the beach, really happy.” 

Reflecting on his journey, he added, “I knew it would happen – I knew it was my life. But at the same time, I still have so many things to tell, so many obsessions and stories! It’s the beginning for me”​

With no formal training in design, Jacquemus embarked on a journey that would redefine the very essence of French chic.

Starting a brand at the age of 19 is no small feat, and Jacquemus faced his fair share of challenges in the early stages. 

From financial constraints to the struggle of establishing a unique identity in a crowded market, the young designer had to navigate a steep learning curve. 

Jacquemus’ initial collections were met with both curiosity and skepticism from the fashion industry. 

A model wearing a minimalist white outfit with knee-high boots stands in front of lush greenery, showcasing an early Jacquemus design.

His unconventional designs, often featuring deconstructed silhouettes and unexpected proportions, challenged traditional notions of beauty and femininity. 

Yet, it was precisely this bold approach that set Jacquemus apart and garnered attention from influential figures in the fashion world.


Models wearing stylish streetwear from the Jacquemus "La Piscine" collection, gathered in a casual urban setting.

Image Credit: Instagram Jacquemus

Fast forward to 2011, and Jacquemus was ready to make waves with a collection that would cement his status as a designer to watch. 

Enter “La Piscine,” a stunning showcase of the brand’s signature style that left fashionistas everywhere swooning. 

Inspired by the designer’s childhood memories of lazy summer days spent by the pool, the collection was a masterclass in effortless chic.

Picture this: a sea of crisp whites, bold primary colors, and playful prints that transport you straight to the French Riviera. 

Key pieces included oversized sun hats, sporty bikini tops, and breezy linen separates that exuded a carefree, youthful vibe. 

But it wasn’t just the designs that set this collection apart – Jacquemus’ innovative use of materials and techniques added an extra layer of intrigue.

Models standing in a line wearing outfits from the Jacquemus "La Piscine" collection, positioned by a swimming pool.

From the ingenious use of toweling fabric to create structured yet comfortable garments, to the incorporation of mesh and transparent elements that hinted at the skin beneath, “La Piscine” was a true testament to Jacquemus’ creative vision. 

And let’s not forget the accessories – those oversized straw bags and chunky platform sandals that became instant must-haves for fashion lovers everywhere.

It’s no exaggeration to say that “La Piscine” was a turning point for the brand. 

The collection not only established Jacquemus’ unique aesthetic but also demonstrated his ability to create covetable, wearable pieces that women actually wanted in their wardrobes. 

Suddenly, everyone was talking about this young French designer with a knack for capturing the essence of summer.


Three children in matching green and white outfits play with tennis balls in a park, part of the Jacquemus " La Grande Motte" collection.

Image Credit: @jacquemus

In 2015, Jacquemus transported us to the sun-drenched shores of the French Riviera with his “La Grande Motte” collection. 

This stunning showcase was a love letter to the designer’s hometown, drawing inspiration from the vibrant colors, laid-back lifestyle, and nostalgic charm of the Mediterranean coast. 

It was a collection that perfectly encapsulated the essence of summer, evoking memories of sandy beaches, turquoise waters, and endless blue skies.

The concept behind “La Grande Motte” was all about capturing the carefree spirit of a seaside holiday. 

Jacquemus wanted to create clothes that made women feel joyful, confident, and at ease in their own skin. 

To achieve this, he incorporated a palette of bold, saturated hues that seemed to radiate with the warmth of the sun. 

Think vivid shades of yellow, orange, and pink, offset by crisp whites and deep navy blues – colors that instantly transport you to a world of endless summer.

But it wasn’t just the colors that made this collection so special. 

Jacquemus also played with innovative silhouettes and design elements that pushed the boundaries of traditional resort wear. 

There were asymmetrical hemlines that fluttered in the breeze, oversized ruffles that added a touch of drama, and cut-out details that hinted at the skin beneath. 

A page from the Jacquemus 'La Grande Motte' campaign, featuring models on a beach in minimalist swimwear and architectural photography on the opposite page.

Image Credit: @jacquemus

It was the kind of experience that made you want to book a one-way ticket to the Riviera and never look back. 

Other highlights included a series of cropped tops and high-waisted shorts in playful gingham checks, as well as a range of oversized sun hats that were both stylish and practical.

Overall, “La Grande Motte” was a triumphant collection that cemented Jacquemus’ status as a master of modern resort wear. 

The designer’s ability to blend nostalgia with innovation, and to create clothes that feel both timeless and of-the-moment, was on full display. 

The collection was met with critical acclaim, with fashion editors and buyers alike praising its joyful energy and effortless chic.

4.”LA BOMBA” HAT (2017)

Two models wearing the iconic "La Bomba" straw hats and stylish outfits from the Jacquemus collection, standing in an elegant indoor setting.


Jacquemus unleashed a fashion phenomenon that took the world by storm: the iconic “La Bomba” hat. 

This oversized straw hat, with its exaggerated wide brim and playful proportions, quickly became the must-have accessory of the summer. 

It was a testament to Jacquemus’ ability to create designs that not only capture the zeitgeist but also push the boundaries of what’s possible in fashion.

The creation of “La Bomba” was a labor of love for Jacquemus, who wanted to design a hat that was both functional and fantastical. 

He worked closely with artisans in Morocco to craft the hat from natural straw, using traditional techniques that have been passed down for generations. 

The result was a hat that was not only beautiful but also incredibly well-made, with a sturdy construction that could withstand the rigors of a day at the beach.

When “La Bomba” first made its debut on the runway, it was an instant sensation. 

Models strutted down the catwalk wearing the oversized hat in a range of colors, from classic natural straw to bold shades of pink and blue. 

The hat’s exaggerated proportions and joyful energy perfectly encapsulated Jacquemus’ signature aesthetic, which is all about celebrating the beauty and vibrancy of life.

But it was on social media that “La Bomba” truly took off. 

Influencers and celebrities alike couldn’t get enough of the hat, posting countless photos of themselves wearing it on Instagram and Twitter. 

From Rihanna to Emily Ratajkowski, it seemed like everyone who was anyone had to have a “La Bomba” hat. 



Just when we thought Jacquemus couldn’t possibly top himself, he went and did it again with his breathtaking “La Riviera” collection in 2018. 

A model walks down the runway wearing an oversized brown fringe skirt and orange top during the Jacquemus "La Riviera" show, with an audience watching.

Image Credit: Imaxtree

This stunning showcase was a love letter to the Mediterranean, a celebration of the region’s vibrant culture, stunning landscapes, and effortless sense of style. 

From the moment the first model stepped onto the runway, it was clear that we were in for something truly special.

The inspiration behind “La Riviera” was deeply personal for Jacquemus, who grew up in the south of France and has always been drawn to the region’s unique blend of natural beauty and cultural richness. 

He wanted to create a collection that captured the essence of the Mediterranean lifestyle – the long, lazy days spent lounging on the beach, the warm nights filled with laughter and dancing, the sense of joy and freedom that comes from being surrounded by sun, sea, and sky.

To bring this vision to life, Jacquemus turned to a palette of vibrant, sun-drenched colors that seemed to glow from within. 

Rich shades of orange, yellow, and pink were offset by cool blues and greens, creating a sense of harmony and balance that perfectly echoed the natural beauty of the Mediterranean landscape. 

These colors were used to stunning effect on a range of key pieces, from flowing maxi dresses to structured blazers and trousers.

Models standing on the steps of a grand building, showcasing the diverse and vibrant pieces from the Jacquemus "La Riviera" collection during the finale.

Image Credit: Imaxtree

The collection was an instant hit with fashion lovers around the world, who praised its joyful energy, its celebration of the Mediterranean lifestyle, and its ability to capture the essence of summer in a way that felt both timeless and completely of-the-moment. 

It was a testament to Jacquemus’ skill as a designer, his deep connection to his roots, and his ability to create clothes that make women feel confident, beautiful, and truly alive.


Models in beachwear from Jacquemus's first-ever menswear collection in 2018, standing on a sandy beach, embodying the brand's relaxed and summery style.

Image Credit: Elodie Chapuis

In the same year, Jacquemus made a bold move that would forever change the trajectory of his brand: he launched his first-ever menswear collection. 

This was a significant moment for the designer, who had previously focused solely on womenswear and accessories. 

“I did my label Jacquemus for my mother, to not only tell a story about women, but also to keep speaking about her. For me to do men’s… it felt right to do it because of a sincere reason, something that happened in my life. I am not just doing it because I am already doing women’s.” 

Reflecting on his personal inspiration, he added, “When I fell in love last year, I then knew exactly who the Jacquemus man is”​

The inspiration behind Jacquemus’ first menswear collection was rooted in his own personal style and (yet again) the effortless, laid-back vibe of the French Riviera. 

He wanted to create clothes that felt both masculine and playful, that celebrated the joy and freedom of the Mediterranean lifestyle. 

To achieve this, he turned to a palette of soft, sun-washed colors and lightweight, breathable fabrics that were perfect for the warm, languid days of summer.

The collection itself was a masterclass in Jacquemus’ signature style, blending classic menswear silhouettes with unexpected details and playful touches. 

There were crisp white shirts with oversized pockets, tailored trousers with rolled-up cuffs, and breezy linen suits in shades of pale pink and sky blue. 

But there were also more daring pieces, like a pair of bright red shorts with a matching shirt, or a bold striped sweater that looked like it had been plucked straight from a vintage shop in Saint-Tropez.

Jacquemus himself and his models in beachwear from Jacquemus's first-ever menswear collection in 2018, walking on a sandy beach, surrounded by the audience.

Image Credit: Shutterstock

The hat quickly became a must-have accessory for fashion-forward men around the world, and helped to cement Jacquemus’ reputation as a designer who could create covetable, statement-making pieces for any gender.

The reception to Jacquemus’ menswear debut was overwhelmingly positive, with critics and customers alike praising the collection’s fresh, youthful energy and its perfect balance of masculinity and whimsy. 

Many noted that the clothes felt like a natural extension of Jacquemus’ womenswear line, with the same focus on color, print, and playful proportions. 

But at the same time, there was a sense that this was something entirely new and exciting – a menswear collection that wasn’t afraid to take risks and push boundaries.


Interior of Citron Café by Jacquemus, featuring a warm and inviting design with earthy tones and natural elements.


Jacquemus’ Citron Café, a collaboration with the renowned Caviar Kaspia restaurant in Paris, exemplifies the designer’s endless creativity and unique vision. 

Nestled in the heart of the French capital, this charming café, located within the new Galeries Lafayette concept store on the Champs-Élysées, perfectly embodies Jacquemus’ signature style—playful, chic, and utterly irresistible.

The café’s décor reflects the region’s iconic citrus groves with bright yellow accents, lush greenery, and a sun-drenched terrace that invites guests to linger over a cup of coffee or a glass of wine. 

This space feels both intimate and inviting, mirroring Jacquemus’ warm, approachable personality.

The menu at Citron Café celebrates the simple, delicious flavors of the Mediterranean. 

Guests can enjoy classic French pastries like croissants and pain au chocolat alongside more unique offerings like lemon-infused madeleines and orange blossom financiers. 

Savory dishes such as a tangy lemon risotto and citrus-marinated chicken salad, all made with the freshest, highest-quality ingredients, are also available.

Additionally, a small boutique area sells exclusive Jacquemus merchandise, from tote bags and t-shirts to limited-edition ceramics and glassware.

"le Chiquito" Jacquemus yellow bag surrounded by lemons, showcasing the brand's playful and vibrant aesthetic.

Image Credit: @elena.gera

Since its opening on March 28, 2019, Citron Café has become a must-visit destination for fashion lovers and foodies alike. 

It is a place where people can come together to enjoy good food, good company, and a sense of joie de vivre that is quintessentially Jacquemus.

For the designer, it is a dream come true—an opportunity to share his love for the Mediterranean with the world and create a space that feels like a slice of paradise in Paris.


Models walking on a pink runway through lavender fields during Jacquemus's 10th anniversary show, showcasing the brand's picturesque and serene show settings.

Image Credit: Arnold Jerocki/WireImage

As the sun dipped below the horizon on a warm summer evening in 2019, the fashion world gathered in a lavender field in the south of France to celebrate a truly special occasion: the 10th anniversary of Jacquemus. 

This was a milestone moment for Simon Porte Jacquemus, who had spent the past decade building his brand from a small, independent label to a global fashion powerhouse. 

And as the models began to walk the runway, it was clear that this show would be a celebration of everything that makes Jacquemus so unique and so beloved.

The location of the show was a stroke of genius – a stunning lavender field that stretched out as far as the eye could see, the perfect backdrop for Jacquemus’ sun-drenched, Provençal-inspired designs. 

As guests took their seats on wooden benches nestled among the fragrant flowers, there was a sense of excitement and anticipation in the air. 

This was not just a fashion show – it was a moment of pure magic, a once-in-a-lifetime experience that would be talked about for years to come.

The collection itself was a masterclass in Jacquemus’ signature style – a perfect blend of nostalgia and modernity, of simplicity and sophistication. 

There were flowing maxi dresses in shades of lavender and pale pink, cinched at the waist with oversized straw belts. 

There were crisp white shirts paired with high-waisted shorts, and breezy linen suits in shades of cream and beige. 

But there were also plenty of surprises – like a series of bold, graphic prints inspired by the iconic ceramics of the French Riviera, or a stunning evening gown with a plunging neckline and a dramatic, ruffled train.

There was a sense of joy and celebration in the air, a feeling that this was a moment to be savored and remembered. 

And as Simon Porte Jacquemus took his final bow, there were tears in his eyes – tears of joy, of gratitude, of pure emotion.

Simon Porte Jacquemus walking on a pink runway through lavender fields, greeting the audience after a successful 10th anniversary show.

For Jacquemus, this show was more than just a celebration of his brand’s success – it was a deeply personal moment, a chance to reflect on the journey that had brought him to this point. 

In interviews after the show, he spoke about the challenges he had faced along the way, the doubts and fears that had plagued him at times. 

But he also spoke about the incredible support he had received from his team, his family, and his fans around the world. 

This show, he said, was a testament to the power of hard work, dedication, and an unwavering belief in one’s vision.

9.”LE CHIQUITO” BAG (2019)

Close-up of a model holding Jacquemus's iconic tiny red Le Chiquito bag, demonstrating the brand's innovative and playful accessory designs.


In the world of fashion, it’s often the smallest things that make the biggest impact. 

And in 2019, no one proved this point better than Jacquemus, with the launch of his now-iconic “Le Chiquito” bag. 

This tiny, micro-sized accessory, measuring just a few inches across, quickly became the must-have item of the season, sparking a viral sensation on social media and cementing Jacquemus’ status as a true innovator in the industry.

The design of “Le Chiquito” was a testament to Jacquemus’ playful, irreverent approach to fashion. 

He took the classic shape of a structured, top-handle bag and shrunk it down to almost comical proportions, creating something that was both eye-catching and utterly impractical. 

But that was precisely the point – “Le Chiquito” was a bag that was meant to be seen, not necessarily used. 

It was a conversation starter, a statement piece that could elevate any outfit from ordinary to extraordinary.

When “Le Chiquito” first hit the runway, it was an instant sensation. 

Models carried the tiny bags in shades of bright green, hot pink, and sunny yellow, adding a pop of color to their sleek, minimalist looks. 

The bags were so small that they could barely fit a lipstick or a credit card, but that didn’t matter – they were the epitome of fashion over function, a bold declaration that style trumps practicality every time.

As images of “Le Chiquito” began to circulate on social media, the bag’s popularity skyrocketed. 

But “Le Chiquito” was more than just a fleeting trend – it had a real impact on the fashion industry as a whole. 

The bag’s success helped to spark a wider interest in micro-sized accessories, with other designers rushing to create their own versions of the tiny bag. 

It was a reminder that sometimes, the most impactful designs are the ones that challenge our expectations and push the boundaries of what we think is possible.


Models walking through a wheat field in Jacquemus outfits from the L'amour 2021 collection, highlighting the brand's unique and naturalistic runway setting.

Image Credit: Julien Boudet

In the midst of a global pandemic that had left the world feeling uncertain and disconnected, Simon Porte Jacquemus decided to do what he does best: celebrate love, joy, and the enduring power of human connection. 

His “L’Amour” collection, launched in 2021, was a testament to the resilience of the human spirit and a reminder that even in the darkest of times, love and beauty can still flourish.

The inspiration behind “L’Amour” was deeply personal for Jacquemus. 

He expressed the challenges of creating a collection during lockdown, separated from his team and his usual sources of inspiration. 

But rather than feeling discouraged, he chose to focus on the things that mattered most to him – the people he loved, the memories that brought him joy, and the simple pleasures of life in the French countryside.

The result was a collection that was both romantic and deeply moving, full of intricate details and nods to the past. 

Two African American models walking through a wheat field in Jacquemus outfits from the L'amour 2021 collection, highlighting the brand's unique and naturalistic runway setting.

There were delicate lace dresses that seemed to float on the body, cinched at the waist with ribbon belts and adorned with fragile floral embroideries. 

There were billowing blouses in shades of ivory and pale pink, paired with fluid skirts that moved like gentle waves. 

And there were sharply tailored suits in rich, jewel-toned fabrics, accented with oversized bows and cascading ruffles.

Throughout the collection, there was a sense of nostalgia and longing – a desire to reconnect with the past and the people we love. 

Jacquemus drew inspiration from vintage photographs and love letters, creating pieces that felt both timeless and deeply personal. 

And in doing so, he tapped into a wider cultural moment – a yearning for comfort, connection, and a return to the simple joys of life.

In the show notes, he wrote: “L’Amour is a celebration of love, family, and friendship. It’s about the moments we cherish, the memories we hold dear, and the connections that make life worth living.” 

And indeed, the collection felt like a love letter not just to his own loved ones, but to the wider world – a reminder of the power of human connection and the enduring strength of the human spirit.