Jacquemus: Balancing Independence
and Growth Ambition
Jacquemus is looking for a minority investor who can support its independence while expanding into beauty and opening more flagship stores worldwide.
Simon Porte Jacquemus, a founder of the Southern French-inspired brand Jacquemus, Is at a critical moment as a designer and entrepreneur. It has been capturing the hearts and imaginations of audiences through its exquisite fashion-show campaigns, hyper-physical stores and unique social media marketing. As the brand is growing, he has decided to leap into the future.
Jacquemus has approached investment bank Rothschild & Co. to explore selling a minority stake in the company and look for investments that can help the brand expand the category into the beauty sector and open more flagship stores worldwide.
Balancing Independence with Growth
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Left - [The wedding table setting along the road to Jacquemus’ childhood home in Charleval, a village in the South of France]
Right - [Simon and his partner Marco in their weddings]
Right - [Simon and his partner Marco in their weddings]
Simon’s love for independence isn’t about control of the brand-it is deeply tied to his identity. The brand was inspired by his childhood memories in his hometown and his dedicated love for his mother. Earlier this year, rumours swirled that Jacquemus might join a luxury giant like LVMH, but Simon was quick to shut them down. He has mentioned his willingness to pass the brand down to his kids one day.
However, finding a strategic partner has become crucial for Jacquemus’ plan as a 15-20% drop in sales has happened with the luxury market's slow-down tendency. As he wants to keep the independence of the brand, he needs to find the right investors who can support his independence.
Iconic Fashion Shows: A Lavender Dream
Jacquemus has redefined the concept of fashion shows, turning them into unforgettable experiences that captivate the audience long after the runway ends. One of the most memorable moments in the brand’s history was the Lavender Show in Provence, a presentation that perfectly captured the essence of Jacquemus. Models walked through fields of vibrant lavender, bathed in the warm glow of the summer sun, creating a stunning visual that felt cinematic. These breathtaking settings not only showcase Simon Porte Jacquemus’ deep connection to his Southern French roots but also evoke a significant recognition of brand identity. It’s moments like these that have become synonymous with the brand, blending personal storytelling with a broader global resonance.
[Spring/Summer 2020 Show in Valensole’s lavender fields]
A New Era of Retail with Hyper-physical
[Jacquemus 24h/24 vending machine]
[Jacquemus- Le Bleu pop-up in Selfridges, London]
Jacquemus has always had creative ways to turn retail places into extraordinary experiences. As the founder, Simon once explained, Jacquemus’ retail concepts aim to break the boundaries of traditional luxury and offer something remarkable.
From the vending machine-inspired 24h/24 pop-up in Milan to the South of France swimming pool locker room concept, and Le Bleu pop-up in London, Jacquemus creates hyper-physical spaces beyond shopping. These sensory, hyper-physical installations not only simulate emotions but also generate viral UGCs(User-generated content) on social media, where audiences eagerly share their experiences.
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Left- [ Jacquemus store in NewYork]
Right- [Jacquemus store in London]
Right- [Jacquemus store in London]
The brand’s commitment to creating memorable spaces reached new heights last month with the opening of its first permanent U.S. store in NewYork’s Soho, followed by a London location. A plan for a Los Angeles flagship is underway for opening next year. Given its track record with pop-ups, anticipation for the flagship concepts is sky-high.
The Magic of Jacquemus
Jacquemus- viral contents
What makes Jacquemus so beloved- it is not just the clothes but the world It has built around the brand. The official Instagram account has been used as Simon’s mood board where he can showcase a mix of stunning campaigns related to his life experiences and moments of his daily life. Simon himself has become an influencer, using social media to foster an intimate connection with audiences.
The brand’s marketing is also extraordinary, with campaigns that mix surrealism and humour. Highlights include collaborations with 3D artist Ian Padgham on FOOH(Fake Out-Of-Home), which involves computer-generated outdoor advertisements (CGI), simulating impressive outdoor ads—like lemons falling from the sky and car-shaped Jacquemus tote bags driving on the street. The same creativity extends to physical spaces, with cherry-themed displays.
What’s Next?
As Jacquemus grows, the challenge lies in scaling up while preserving its unique identity. Its ambition is clear; it aims for 500 million euros in revenue by 2025, doubling down on its vision of breaking traditional luxury boundaries.
With plans to open new flagship stores, expand into the beauty sector, and continue pushing boundaries in hyper-physical retail, Jacquemus is poised for something extraordinary. Yet, at its heart, the brand remains deeply connected to the charm and authenticity that first drew people in—his memories to life, colour, and the carefree beauty of the South of France. Simon Porte Jacquemus has always infused his creations with personal stories and heartfelt nostalgia, and even as the brand grows, it’s this soulfulness that continues to resonate. Jacquemus isn’t just about fashion; it’s about emotion, memories, and a unique way of seeing the world.
