Every week, we at Highsnobiety take some time to highlight one of our favorite brands through our BOTW (Brand of the Week) series. Last week, we featured on Dries Van Noten and his eponymous brand. This week, we’ve decided to shine a light on French label Jacquemus.
Rural France isn’t the first place you’d look for high-end fashion output, but it was the French sticks to which Simon Porte Jacquemus was born and raised. It was a bumpy start — Jacquemus lost his mother as a teenager and later dropped out of fashion school — but determined to try and make a name for himself, he began working at the COMME des GARÇONS store in Paris, saving as much as he could.
Once able to, he used his savings to invest in his womenswear brand under the name Jacquemus, a homage to the designer’s late mother. Only 19 years of age, it was 2009 that he both launched the label and staged a pop-up outside Dior’s Tuileries Garden show at Paris Fashion Week, demanding the fashion world’s attention. One year later, he was the subject of a spread in Vogue.
Known for his minimal designs, Jacquemus likes to describe himself as naïve. His fashion shows often take place at games arcades or swimming pools, a nod to his Southern France upbringing. “To be naïve is important when you start your own brand, because you believe in everything and you’re not afraid to ask,” he told WWD back in 2016. “I was really not afraid to ask and to force people to look at my work.”