Jacquemus Would not Want an Instagrammable Backdrop to Create a Viral Assortment

Simon Porte Jacquemus has won fashion week on several occasions with his made-for-Instagram shows. His runways have felt like French provincial paintings come to life, with models walking through poetic lavender fields and lush shafts of wheat. The looks are liked, saved and reposted on their own, but there’s something about seeing the clothes in those romantic contexts that makes them go instantly viral.

Having been almost a year since the last Jacquemus show, our feeds were craving something new from the designer. (Even a new mini bag would’ve sufficed.) On Wednesday, he satiated us with a “see now, buy now” coed collection, presented on the runway — but, in an unexpected twist, the clothes made their debut in a stark, indoor space. 

“For the collection, after such a particular year, I wanted to gather people inside and share a fashion moment together,” the designer revealed on an Instagram story just minutes before the show started. “I wanted to focus on the clothes, the silhouettes, the colors, the fabrics, the details and the energy of the models.” 

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