Jacquemus Spring 2020

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Simon Porte Jacquemus celebrated the 10th anniversary of his label with a spectacular show in a lavender field in the South of France.

The roving cruise and men’s shows this season have taken the fashion pack to destinations as far-flung as Marrakech, Malibu and Shanghai. And so it was that a day after the close of Paris Fashion Week Men’s, a clutch of editors found themselves sitting in a lavender field somewhere in the South of France.

The invitation came in the form of a small bottle of SPF 50 sunscreen printed with the words “Le Coup de Soleil,” or “The Sunstroke” in English — a very real prospect as a heat wave gripped France, with temperatures set to rise to 40 degrees Centigrade, or 104 degrees Fahrenheit, in some regions. Printed, embroidered or laser-burned patterns appeared on roomy short-sleeved shirts worn by boys and girls alike. A handpainted cornflower blue and white floral pattern bloomed on a formfitting dress with sparkling crochet insets for her, and a suit with Bermuda shorts for him, while a fetching artichoke print nodded to his family roots in farming.

Though a breezy sensuality ran through the display, Jacquemus said he wanted the outfits to look like they had landed from elsewhere. Among the novelties this season were bags shaped like biscuit tins and lavender sachets, giant printed cotton totes and straw bags with colored leather handles.

 

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