Jacquemus

Simon Porte Jacquemus founded his brand in 2009, at the age of 19, using his mother's first name and Provence as its manifesto: oversized hats, the iconic Chiquito mini-bag, and fashion shows in lavender fields or the Calanques. A French fashion house that has remained independent, Jacquemus has demonstrated that a personal, vibrant, and popular narrative—in the best sense of the word—can rival the major groups: an aesthetic of sensual simplicity, campaigns designed for Instagram, and a self-proclaimed attachment to the South, to bread, lemons, and the Mediterranean.