On October 18th, the luxury brand from southern France, Jacquemus, opened its first U.S. standalone store in New York’s SoHo district. This marks the third global flagship store for the brand, following its Avenue Montaigne location in Paris and its Dubai store, operated in partnership with the Chalhoub Group.
By 11 a.m., when the store officially opened, eager customers had been lining up since before dawn, forming a queue that stretched across multiple blocks. The store’s opening was celebrated with a ribbon-cutting ceremony by designer Simon Porte Jacquemus, which set a festive tone for the day. To further commemorate the event, the brand launched a “bag truck” modeled after its iconic Rond Carré bag, driving around New York to distribute croissants and juice. As an added surprise, four lucky individuals were given a special ticket for a chance to win a Rond Carré bag.
This event was part of a larger promotional campaign that began in Paris earlier this year. Utilizing AI, Jacquemus created a viral video of oversized Bambino bags rolling through the streets of Paris, garnering over 100 million views on social media. The New York event brought this concept to life with a real bag truck, embodying the designer’s playful and pop-art-inspired vision. “I wanted to make people smile,” Jacquemus said, expressing his desire to bring joy to his customers.
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The newly opened two-story store is located at 143 Spring Street, nestled among numerous luxury boutiques. Spanning 270 square meters (about 2,906 square feet), the store’s design reflects a blend of French elegance and Provençal charm. The building’s unique architecture combines the classic look of a 19th-century brick townhouse with a modern glass and metal extension, catching the eyes of passersby.
Inside, the floor is made from Burgundy stone sourced from France, and wrought-iron railings inspired by Provence add to the intricate design details. Banana-yellow curtains in the fitting rooms inject a vibrant touch, creating an atmosphere that is both simple and striking.
The store offers Jacquemus’ full range of women’s and men’s collections, as well as accessories, including the highly coveted “It” bag, the Rond Carré clutch. The lineup mirrors what is available in other global locations, ensuring consistency across all stores.
More than just a retail space, the Jacquemus store in New York is designed to offer a unique lifestyle experience that blends fashion with art. The store features art pieces from the designer’s personal collection, as well as furniture on loan from OMA and Christie’s. Jacquemus explained that he wanted the store to be more than just a place to shop but a space where visitors can engage with art, history, and culture. “I want customers to feel like they’re becoming a part of the brand’s vision when they shop here,” he said.
Reflecting on the opening of his first U.S. store, Jacquemus remarked, “New York is an important market. America in general is really important. I feel that our story, our aesthetic, and our projects can be even more successful than they are right now in the American market. It’s something that I really want to build.”
The brand also announced plans to open a second U.S. location on Melrose in Los Angeles by February 2025, further solidifying its place as a key player in the fashion industry, particularly among younger generations.