Hoci Jacquemus v minulosti obsadzoval do kampaní svetové mená a osobnosti popkultúry, tentoraz sa rozhodol pre intímne a rodinné gesto. Novou, a vôbec prvou, ambasádorkou značky je Liline Jacquemus, jeho stará mama a dlhoročná osobná inšpirácia.
„Before anything, there was her. The original icon,“ píše dizajnér v sprievodnom texte, v ktorom opisuje jej život na juhu Francúzska, silu, eleganciu a autentickosť, ktoré formovali jeho pohľad na ženy aj na samotný módny dom.
Liline Jacquemus je pravidelnou hostkou prehliadok značky a svoj debut na runway absolvovala už v roku 2020, počas pandémie. Nedávno sa objavila aj vo videu, v ktorom jej Simon Porte Jacquemus daruje svoju najnovšiu kabelku pomenovanú po jeho zosnulej mame Valérie, Lilineinej dcére.
The ambassador must adhere to a full look policy at all times, without exception.
The ambassador must accept that the Maison has the final word on every glam, hair, makeup, silhouette, and styling proposal.
The ambassador must engage in no collaborations whatsoever; she is not a trend, she is a commitment.
The ambassador must attend every show as if it were a family dinner, front row, without discussion.
The ambassador must not be seen, photographed, sketched, remembered, or emotionally associated with any Maison that is not Jacquemus.
The ambassador must not pronounce the names of other fashion houses.
The ambassador must not wear any other brand, archive, label, or “just something comfortable”; comfort is conceptual.
The ambassador must not like other brands’ posts, ever.
The ambassador must not use the word “brand” and must instead say “family.”
The ambassador must always answer the question “Are you exclusive?” with: “Bien sûr!”
The ambassador must not remove Jacquemus pieces at home, at night, or in dreams.
The ambassador must smile. Always.
As we should all do.
(text Simona Porteho vo vyjadrení na Instagrame)
