Jacquemus Debuts His Latest Collection, “L’Amour”

Since the outbreak of Coronavirus, many fashion brands had to consider how to proceed operations when runway shows were temporarily put on hold. This led to industry-wide investigation into brands’ sustainability efforts and activism platforms, of which quite a few were criticized for. Although some fashion weeks have been cancelled and designers announce their own plans for collection calendars, there are a select few that are able and continue to do shows in person. One of the brands happens to be Jacquemus, who on July 16 debuted the collection, “L’Amour.”

Incorporating both menswear and womenswear, the show was held in a field of wheat just outside Paris in Us with the walkway winding through the fields. Invited to this exclusive event included close friends, family, and even editors, who all abided by the universal six-feet apart rule. The collection itself features the staple neutral palette Jacquemus has become known for, adorned with the strappy details that have been seen in past collections. It also showcased summer staples such as crop tops and midi skirts. The menswear of the show had similar hues and prints, reflective of their motive to be more sustainable. In doing this, Jacquemus has been able to slow down the process of making both menswear and womenswear for their team and reduce shows overall. The majority of the in-person fashion events were held in Milan, as the only other Parisian designer to hold a live show was Olivier Rousteing for Balmain.

The location for “L’Amour” has drawn similarities from Jacquemus’ Spring/Summer 2020 collection “Coup de Soleil.” This collection was also in a field, but full of lavenders, a touch that has defined a part of what makes Jacquemus the way it is. With simple, but universal designs in a mostly neutral palette and the occasional color, the brand’s designs have become popular among celebrities, influencers, and fashion lovers alike. Not only are their designs popular, but Jacquemus’ efforts when it comes to activism are also praised. Vocal during the recent Black Lives Matter events, Jacquemus has put themselves up there as a brand that is willing to fight for the cause and will continue to do so. A living aesthetic in itself, combined with its focus on being conscious about the world has helped Jacquemus become the brand it is today, and will continue to rise as the years go on.

Photo Credit: Hood Couture Mag, Galerie Magazine.

Report: Charlene Piccio