Simon Porte Jacquemus: Success Story Of A Young Designer
In just a few years, Jacquemus has established itself as a luxury brand alongside Balenciaga, Versace and Dior. The label has now surpassed the €200 million turnover mark and employs over 250 people.
Simon Porte Jacquemus - just 34 years old - is the founder of the luxury label. His fresh, young designs are in tune with the times and have been praised by critics around the world. He grew up in the small town of Salon-de-Provence in the south of France and founded his label in 2009 at the age of 19.
The label name Jacquemus is his mother's maiden name and a dedication to her. She had died the previous year in a car accident. He took the surname at the same time as he founded the label. He quickly rose to prominence on the fashion scene and in 2012 became the youngest designer ever to show at Paris Fashion Week. He was awarded the LVMH Prize in 2015.
In order to finance his label, the young designer spent two years working in retail at Comme des Garcons in Paris during the start-up phase. It was there that he met the designer Rei Kawakubo, who later became an important mentor and supporter. His minimalist designs were born out of necessity. In the beginning, Jacquemus had very little money to spend on his creations.
Jacquesmus' grandiose marketing strategies
Jacquemus's first collection was mainly wool and rather minimalist. In order to get his label talked about, he resorted to sensational marketing methods. A group of his female friends, dressed in woollen sweaters and miniskirts from his designs, stormed the Vogue Fashion Night Out party on the Avenue Montaigne in Paris. During the staged protest, they held up cardboard signs with the slogan "We want Jacquemus! The up-and-coming designer made it onto television.
But Jacquemus also knows how to use social media. With 6.2 million followers, he is a master of targeted storytelling marketing. In 2017, he caused a sensation with an oversized straw hat. The "Le Grand Chapeau Bomba" hat made headlines around the world and even prompted fast-fashion brands to recreate the giant hat.
The next hype came soon after with a miniature bag. "Le Petit Chiquito" measures just 8.5 x 5 cm and became an absolute bestseller. Stars such as Beyoncé and Rihanna snapped up the tiny bag at a price of €400. Jacquemus explained that he wanted to create a contrast between the giant hat and the mini bag.
A pioneer of fashion
Jacquemus is not afraid to take the first step. For 2019, he has decided to slow down the sales cycle by presenting the men's and women's collections together in winter and summer. This saves resources, fabrics can be used for both collections and there is no need for additional shows. Due to the pandemic, many other luxury labels followed suit a year later.
The young designer recognises trends and has turned his label Jacquemus into an accessible luxury brand. His minimalist, fresh designs and seductive silhouettes appeal to young fashion enthusiasts. Jacquemus has talent, a strong social media presence and a nose for trends. And that is exactly what today's fashion world needs.
