Style Simon Porte Jacquemus, a breath of fresh air

Simon Porte Jacquemus, a breath of fresh air

Andrea Tuzio
Simon Porte Jacquemus, una ventata d’aria fresca |

A few days ago Jacquemus‘ Spring/Summer 2021 collection called “L’Amour” was presented just outside Paris in a bucolic and romantic setting.
On the occasion of this magnificent show, which gave us a reunion with the simple and therefore the most important things, we chose to tell in more depth the mind and heart behind this breath of fresh air, Simon Porte Jacquemus.

Born in 1990 in the south of France, near Salon de Provence, Simon lives his childhood in a place far from the glamour of the Parisian catwalks but on the contrary immersed in the warmth of the family, above all that of his mother Valérie. It was for his mother that he created his first garment, at only 8 years old, a skirt made with a linen curtain and lace, Valérie will always wear it with great pride.

His passion for fashion, however, pushes him out of that Provencal and harmonious context.

Once he got his diploma, he left everything and moved to the much coveted Paris where he finally started studying fashion at ESMOD (L’École supérieure des arts et techniques de la mode), but the experience turned out to be a failure. Everything around him doesn’t resemble him, everything is so different from what he imagined, but what more than anything else puts young Simon in difficulty is the death of his beloved mother Valérie.

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Tenacity, strength and absolute conviction in his own means, lead Simon to overcome all the difficulties that life is putting in front of him and realize the dreams, which have remained intact, of that 8-year-old boy.

At just 19 years old, alone, without investors and with little money put aside (1000 euros), in 2009 he founded his brand, Jacquemus.

The first collections made tend to simplicity, essentiality. The presentations take place on Tumblr, the models are his friends, a necessary choice given the scarcity of resources but this does not affect the quality and beauty of his work so much that Emmanuelle Alt, Editor-in-Chief of Vogue Paris, dedicates much attention to the young Simon. The first professional models Simon contacts them through his Facebook account, an ante-litteram digital approach that will be the basis of the communication and success of the brand.

In 2012, at the age of 22, he was invited to take part in Paris Fashion Week, and what most excites everyone’s interest is Simon’s evidence that he always starts from a story and never from clothes, he imagines it, develops it and then creates his collections. The self-taught designer begins to show the bases and inspirations that constitute, and will constitute, his work: the memory of his mother always alive and tangible; his native land, the south of France, Provence; the idea of “everything and nothing”; the simple and raw materials such as wool, cotton, linen.

Simon Porte Jacquemus is a storyteller who has been a designer for more than 10 years and it is precisely this aspect that sets him apart from all other designers: from an emotional and artistic point of view his collections give smiles and joy, serenity and purity thanks to his unique style which is the result of his deepest ties.

Narration takes place on multiple levels and social networks have a central importance in disseminating it.

Not just the catwalk, Simon uses Instagram like no other designer in the world, telling the story of his mother, grandmother and the men and women who inspire him. Flavours and smells, colours and sounds that are tangible and immediately comprehensible and which have been made concrete thanks to the creation of two restaurants in Paris, Café Citron and Oursin, yet another manifestation of the young French designer’s soul and vision.

From that lace and linen skirt made from a curtain, now Simon Porte Jacquemus, is at the helm of a luxury ready-to-wear maison of over 23 million euros (2019 revenues) and more. Because the most important thing of all is that this young revolutionary has taught and continues to teach, through his “stories” made of simplicity, everyday life and genuineness, that everyone is free to live their dreams without fear and that new technologies do not always dry the soul, but if “exploited” in the right way, they become just a new chapter in what is a long and successful story.

Written by Andrea Tuzio
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