Jacquemus lands on the italian island of Capri

Published: June 5th, 2024
Written by: Editorial Team

The store is situated under a stone wall alongside the Bay of Naples.

One week out from its 15th-anniversary runway in Capri, Jacquemus has opened a new store on the Italian island, marking a significant step in its high-fashion journey. The store is situated under a stone wall alongside the Bay of Naples, adding to the brand’s picturesque and stylish presence.

Grand opening

On Monday, the label, led by Simon Porte Jacquemus, unveiled the new retail space with a creative flair characteristic of its brand. A video shared on social media showed members of the design team carrying oversized versions of atelier tools, such as giant yellow buttons, large paper clips, snaking measuring tapes, and extra-large rolls of thread, in front of the store. This whimsical and eye-catching display generated buzz and excitement among fans and followers.

Surreal marketing campaign

To further amplify the excitement for the upcoming runway show, Jacquemus shared a series of imaginative and internet-friendly clips. These included clothing racks floating on the Tyrrhenian Sea, designers ironing garments on surfboards, bikers wearing stacks of Les Classiques bucket hats, and gondola riders carrying mountains of Jacquemus-labeled boxes and bags over the island’s serene landscapes. This surrealist marketing approach is a signature of Jacquemus, captivating audiences with its unique and artistic style.

15th-anniversary show

The brand’s highly anticipated 15th-anniversary show is set to take place on June 10 at the renowned Italian villa Casa Malaparte. This location gained fame in Jean-Luc Godard’s 1963 film Contempt (Le Mépris). Simon Porte Jacquemus shared on Instagram that his inspiration to create the brand came from watching Contempt and being moved by the beauty and modernity of Godard’s vision. He expressed his honor and excitement about presenting the next show at Casa Malaparte, connecting the brand’s past inspirations with its present achievements.

Read recent Malls Money issues →