Announcing the label’s arrival on the Italian island — replete with a store opening for the occasion — creative short clips sell a charming, fun twist on La Dolce Vita lifestyle attuned with the French designer’s ironic tone. From a young man ironing a shirt while on a paddleboard in the sea to a woman taking the local funicular to carry her exaggerated pile of Jacquemus boxes and shopping bags to the iconic Piazzetta, the videos inventively fuel buzz already surrounding the event.
But there’s more than a great location scouting and standout productions. Over the years, Jacquemus has built a strong following thanks to the easy sensuality of his Mediterranean aesthetic and capitalizing on his native region of Provence as well as passion for art and rustic ceramics. This authentic approach offered an alternative point of view compared to fellow French brands — which mainly sell the Parisian dream — eventually setting his label apart.
“By blending personal messages and ‘made for content’ moments, the brand is not only able to cut through the noise, but also build an organic connection with their followers,” said Launchmetrics chief marketing officer Alison Bringé. “Their authentic approach to creating viral, shareable content sets a standard for today’s brands aiming to capture attention and connect with their audience.
so far. Jacquemus chose it in tribute to one of his favorite movies, “Le Mépris” by Jean-Luc Godard, which features on the rooftop of the red, arrow-shaped building built by journalist, writer and diplomat Curzio Malaparte between 1938 and 1942. last month wearing a white midi dress featuring a draped back and accessories including an electric blue suede Le Bambino flap bag and a pair of layered Les Doubles sandals.