JACQUEMUS — “Le Coup de Soleil”

Returning to the south of France to celebrate the his brand’s 10th anniversary, Simon Porte Jacquemus put on a fashion show with colour, playfulness and joy at it’s core. Set amongst lavender fields in Valensole, JACQUEMUS presented a collection awash with exuberant prints and unexpected proportions. Menswear and womenswear were combined to create a vision of France rooted in the sincerity of the countryside and enriched by the incomparable influence of Paris. “With this runway some people will only remember the lavender,” Simon explains. “Others will see the similarity with a Hockney painting. I want everyone to understand my work.”