WELCOME TO THE LAVENDERSOME 10TH ANNIVERSARY OF JACQUEMUS
The celebration was as light and vibrant as the cocktail of summer
Amidst the lush lilac garden and lavender’s sweet, relaxing scent were the models walking on a 500-metre shocking pink runway with the backdrop of a crystal blue sky – this is how Jacquemus celebrated its 10 year anniversary at the designer’s hometown Provence, France. In Simon Porte Jacquemus's own words, “I wanted it to look like a David Hockney painting or a Christo installation through the fields…with lots of prints. A painting within a painting, in a field. Provencal Pop!”
Photo credits: Jacquemus
While the choice of a pastel-esque venue was an unexpected one, Simon stayed true to his playful, countryside chic aesthetic with the Le Coup de Soleil collection – literally meaning ‘sunburn’. It was surreal to see daybreak yellows, soft blues, chartreuse greens, orange and ivory hues silhouetted in shorts, button-ups, oversized blazers, and daisy embroidered dresses. Despite the ultra-feminine mini and maxis, the designer also plated a couple of utility and workwear pieces including the bold-shouldered blazers and high-waisted orange cargo pants. Not to forget the infamous Jacquemus hat and the frenzy-making bags, there was quite a number of option for them as well (but honestly, we missed the teeny-tiny Chiquito bag). Also, this was the brand’s first ever collaboration with Swarovski where Simon picked a few of the designs to be embellished with Swarovski crystals.
Photo credits: Vogue
And, of course, the absolute cherry on top was the pink ribbon rolled in the field of Lavenders that perfectly complemented the subtleness of the theme and the eclecticism of the collection. Other than the collection and venue, another definite mention is the unique style of invitation which involved travel-sized bottles of sunscreen with the words "Le Coup de Soleil" written on it.
Although you can only imagine what the witnesses would have really experienced at the celebration of this iconic brand, allow these pictures to take you on a visual journey to the lavender gardens of the South of France.
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