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Jacquemus doesn’t just sell clothes. It sells a story - one rooted in place, memory, and a very specific kind of beauty. Not Parisian-chic, but provincial in a poetic way. Built on lavender fields and salt flats, plastic beach chairs and sun-warmed fruit, linen fluttering from washing lines. A world shaped by the South of France, and by a boy’s relationship to it. Long before the runway shows and campaign films, Simon Porte Jacquemus was a child in Mallemort, a small town near Arles and Avignon, obsessed with the sun, the sea, and the quiet joy of dressing his mother. At seven, he made her a linen skirt from the living room curtains, tying it at the waist with Converse laces. She wore it proudly to walk him to school the next morning. Years later, after her passing, he named the brand after her maiden name, and made it a tribute: to her, to the landscapes that raised him, to his family rural heritage, and to the poetry of everyday life - as shown by his most recent show, Le Paysan.

Jacquemus doesn’t just sell clothes. It sells a story - one rooted in place, memory, and a very specific kind of beauty. Not Parisian-chic, but provincial in a poetic way. Built on lavender fields and salt flats, plastic beach chairs and sun-warmed fruit, linen fluttering from washing lines. A world shaped by the South of France, and by a boy’s relationship to it. Long before the runway shows and campaign films, Simon Porte Jacquemus was a child in Mallemort, a small town near Arles and Avignon, obsessed with the sun, the sea, and the quiet joy of dressing his mother. At seven, he made her a linen skirt from the living room curtains, tying it at the waist with Converse laces. She wore it proudly to walk him to school the next morning. Years later, after her passing, he named the brand after her maiden name, and made it a tribute: to her, to the landscapes that raised him, to his family rural heritage, and to the poetry of everyday life - as shown by his most recent show, Le Paysan.

Hello, Kitty