Jacquemus fashion house celebrates its 10th anniversary in the lavender fields of Provence

The French designer chose the lavender fields of his native Provence to celebrate the 10th anniversary of his brand. It is here, in his Provençal homeland, that Simon Porte-Jacquemus brought together the stars and professionals of the fashion world to play his favorite score: revisiting tradition, in his instance, by throwing a spectacular pink-carpet show called "Coup de soleil" ("Sunstroke")!

Neon-pink carpet in the lavender

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In the light of a late Provencal summer day, Simon Porte-Jacquemus, the French designer who's reinventing Provence in modern fashion, chose the emblematic lavender fields to celebrate the 10th anniversary of his fashion house. Dozens of models paraded Monday, June 24 on the hills of Valensole, dressed in the purple lavender sprigs (bloom season is from mid-June to the end of August). Jacquemus, whose love of Provence (he was born in Salon-de-Provence) and taste for 1980s looks are well-known, also commands the eye of a painter: his runway manifests this tendency, with the fuchsia pink carpet snaking a furrow between the purple rows, providing the perfect frame to showcase his creations.

Provence roots

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Devoted to Provence, which has inspired his style since the creation of his fashion house, last year at this time Jacquemus launched his first collection for men in the beautiful cove of Sormiou between Marseille and Cassis. He had also opted for the Mucem footbridge in Marseille during his show "Santons de Provence" in May 2017.
This year in Valensole, the collection honors pastel shades, oversized jackets and trousers, floral patterns, overlays, structured dresses in tight knit and openwork. Since leaving his Paris fashion school at the age of 19 to create his brand, Simon Porte-Jacquemus has forged his reputation, and remains independent to this day. This latest show represents a new step, proving once again that he can do so much more than just his famous giant straw hats and the now iconic Jacquemus mini-bag. The return to his roots in his native Provence also represents his work reaching new heights.

Fashion and Provence

Simon Porte-Jacquemus presented his parade as part of the Spring-Summer 2020 Men's Fashion Week on the brand's Instagram account. Called "Coup de Soleil" (or "Sunstroke" for English-speaking guests), the show was a real challenge for the Jacquemus organizing team. In the heart of Provencal nature, one hour north of Aix-en-Provence, as the temperature began to climb, so did the favor of professionals and personalities present. The hot take for the show was well deserved, thrown in the small village of Valensole which welcomes 300 days of sunshine a year!

Getting to Valensole in Provence