Jacquemus Showcases Surrealism & Washing Lines For 2016 Fall/Winter Campaign
Simon Porte Jacquemus’ new e-store campaign would make Salvador Dalí proud.
We reviewed Jacquemus‘ Fall/Winter Collection here and noted its surreal conceptualism bordering on avant-garde. There was an intense geometric play throughout but still romantic. It’s this sense of surrealism that shaped his new campaign, unveiled exclusively on Dazed.
The campaign represents a “new approach to e-commerce. E-commerce sites can be very boring and ugly – and Jacquemus is not about that. So I wanted to bring something more playful and stronger as images, but at the same time I wanted to use them to sell clothes” said designer Simon Porte Jacquemus. Head over to Dazed to read the entire interview.
Can you discuss the images that you’ve created?
Simon Porte Jacquemus: The collection is about reconstruction, when you have a lot of different clothes from a lot of different people, and you put them all together and you create something new. Like an art shirt mixed with a t-shirt. I wanted these images to have something to do with the idea of a washing line. I’ve loved washing lines since my childhood, so I wanted to do something like this.
Why do you like washing lines?
Simon Porte Jacquemus: I love this question. Well, I don’t know. I think it’s partly because, in the south of France, there are washing lines everywhere.
Why do you like the south of France so much? What is special about that place for you?
Simon Porte Jacquemus: The energy of the people is very different to Paris – in Paris, people are not smiley and in the south of France, people are smiley. They are nice people.
Do you think Jacquemus is a smiley brand?
Simon Porte Jacquemus: It’s got something with to do with happiness, yes. It’s not just stupid smiles, but I always want to try and create something very innocent. Jacquemus is not about nightlife and clubbing and things like that, it’s more about fruit and vegetables and rolling in the grass. It’s very playful, in a way.
- Theresa Marx
- Simon Porte Jacquemus