Jacquemus menswear line with wool

Just when we thought the Spring 2019 men’s season had drawn to a timely close, Jacquemus tempted a select crop of editors and friends down the winding roads of the Calanques (those majestic limestone inlets) that led to a pristine beachfront runway show, where male models walked barefoot in the sand to blaring French rap music followed by Simon himself, all smiles.
"I grew up here, right behind those big limestone rocks, between the olive trees and the red tomato fields," said Simon, of the homecoming feeling that accompanied the collection and its context.

Jacquemus brand has undergone dramatic transformation in less than a decade, from a childhood dream to a multi-million-dollar company. Simon’s vision and designs have become an inherent part of the celebration of French style amongst a new generation of fashion customers, keen to see fashion not as a glamorous and untouchable goal, but as a joyful part of growing up. Despite his firm grip on the digital world, Simon’s universe is an honest one that centres around venerating simple things. Think: the analogue beauty of daily life – from a sunflower to a scooter ride, perhaps some naive pottery, an ice cream cone, or a lover’s embrace.

"I’m interested in the idea that wool is not just a winter fabric for covering up and protecting you. It is also soft and supple, it breathes, so it can be wonderful and light for summer, too."