South of France Fantasy
Simon Porte Jacquemus founded his label at age 19, naming it after his mother’s maiden name. Drawing on his Provencal upbringing, he created a brand that evokes the sun-drenched, sensual lifestyle of the south of France. His oversized straw hats, miniature Le Chiquito bags, and asymmetric cut-out dresses have become some of the most viral fashion moments of the social media era.
Instagram’s Designer
Jacquemus has masterfully used Instagram and social media to build his brand, personally curating a feed that blends fashion imagery, Provencal landscapes, and personal storytelling. His spectacular shows in lavender fields, beaches, and salt flats have redefined how fashion brands create immersive experiences for the digital age.
Rapid Growth
With LVMH acquiring a minority stake, Jacquemus has rapidly expanded into menswear, accessories, and retail. The brand represents a new generation of independent fashion labels that have leveraged social media to build global recognition and commercial success without the traditional industry gatekeepers.
