As if to counteract the gloomiest of weather, Jacquemus took over the art deco Paris apartments of architect Auguste Perret on Sunday January 26. Entitled “La Croisière”, this spring-summer 2025 collection gave southern designer Simon Porte Jacquemus the opportunity to revisit his stylistic codes, in light of his ongoing expansion on American soil.
With its oak wood panelling, waxed parquet and adjoining rooms, the Parisian apartment designed by architect Auguste Perret, first unveiled to the general public with the Genius Loci exhibition in 2022, takes on the air of a promenade bridge, recalling the heyday of transatlantic liners and the elegant hats of the last century, sniffing the open sea.
Simon Porte Jacquemus drew inspiration for his Spring-Summer 2025 collection from the founders of the great French luxury brands, from Coco Chanel to Christian Dior, who crossed the Atlantic to conquer the American market. The collection mixes 1930s and 1950s aesthetics in an eveningwear spirit offormal elegance with a hint of the casual chic so beloved by Americans.
This storytelling directly echoes the development of Maison Jacquemus, which last October opened its very first physical flagship store in New York. Jacquemus is also in a period of transition, as the first shareholders may well enter the capital of the successful Parisian label.
A liner in Paris
On this January 26, it’s raining hard in Paris, the wind is blowing and the cold is making itself felt. Nevertheless, a host of celebrities gathered in the 16th arrondissement of Paris to attend Jacquemus’ “La Croisière” fashion show. An original name for a spring-summer 2025 collection that evokes the new temporality of fashion in the 1920s, in tune with a wealthy clientele fleeing the cold to embark for sunny, faraway destinations. In addition, the word “Croisière” underlines Jacquemus’ claim to a certain gemellity – not without a sense of humor – with the great French luxury brands, who themselves developed off-season cruise collections.
Among the celebrities present that evening were American actress Pamela Anderson and her musical compatriot Raye, as well as French artists Audrey Tautou and François Civil, ex-tops Laetitia Casta and Carla Bruni , singing couple Charlotte Cardin and Aliocha Schneider, performers of the song “Ensemble” , and successful influencer-cinematographer Inoxtag.
Already, however, the public is treated to a most unusual encounter: Auguste Perret’s apartment, whose allure would not have been out of place on board the legendary French liners Normandie and France.
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Featured Photo: © Jacquemus
