Real Deal for Jacquemus

As Paris Menswear Digital Fashion Week comes to a close, it was clear many designers chose to debut their collections in many unique digital fashions. Those designers who put on almost “normal” runway shows did so only for an audience of maximum 100 people. Long gone are the days of squeezing behind a packed crowd of people just to get a glimpse of the latest in fashion.

With the restrictions in place of who could attend the shows, brands, like Jacquemus could be more flexible when it comes to location. In their case, Porte Jacquemus debuted his Spring/Summer 2021 Mens collection in a rolling wheat field near Us (pronounced: “oose”) in the French Vexin Regional National Park, about an hour outside Paris. The runway itself was a 600 metered wooden walkway through fields of golden wheat. The designer told Vogue, it was meant to, “evoke authenticity as well as the brand’s more romantic side.”

The romanticism played a role in both the clothes and the backdrop. The set up, Jacquemus said, was meant to feel like a outdoor country-style wedding, a theme that isn’t too unrealistic considering the pandemic’s affect on major events. His fashion shows always seem to be outpours of love, like utilizing his hometown of Marseilles for a location. For this collection, he titled it, “L’Amour,” a dedication to his hardworking team.

As for the garments, the color palette matched the scene with hues of clay, black, green, and white. Breezy blouses and dresses tie in to the theme of romanticism, while some more structured looks kept the collection fresh and new.

While some designers have scrapped the idea of a traditional fashion show, Jacquemus’s event kept the tradition alive, even with a socially-distant audience of close friends. He told Vogue following the show that, “The runway can’t be a video. It’s at the heart of what we do; it’s not superficial. It’s important to all of us to continue, just like a restaurant that reopens. It’s like a movie of a summer day. It’s our life.”
By Staci Soslowitz