Jaquemus
Jacquemus is a French fashion brand founded by Simon Porte Jacquemus in 2009. The brand has gained recognition for its modern, minimalist, and often playful designs. Jacquemus is known for hosting unconventional and visually striking fashion shows. These events generate buzz and attention in the fashion industry and beyond, contributing to the brand's visibility.
Jacquemus truly understands how to keep an audience engaged, and where the tools lie in order to do so. The brand is carefully creating events and pop-ups, all of them aesthetically dominating in a way perfectly designed to be posted and go viral on social media. In December 2021, the brand presented all pink vending machines, open 24 hours a day, as the ultimate marketing strategy to reach Millennials and Gen Zs. Transactions were credit card-only, and customers received a locker number and code post payment to unlock their prize. The installation was a captivating way to promote the new coloring of the Le Bambino Long bag, and also a catalyst for social media likes.
In May 2022, Jacquemus did it again: he presented another retail pop-up that was more about an experience and a concept than simply buying. Staged at Selfridges in London, the brand painted everything in blue for "Blue" which involved a surrealistic interpretation of the designer's own bathroom, another vending machine, and an interactive experience called Le Vestiaire that played on visitors' "sense of discovery and excitement." The installation featured exclusive colorways of the label's Chiquito and Bambino bags, as well as exclusive apparel. Ultimately, the Jacquemus magic in his marketing comes from how he treats his audience and fans as if they were his friends, and how he invites them into his world of fun and play.
