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Jacquemus chooses to show its Spring-Summer 2021 collection on a live runway in a wheat field

Jacquemus chooses to show its Spring-Summer 2021 collection on a live runway in a wheat field

The luxury brand chose a wheat field in the Parc Naturel Régional du Vexin, 45 minutes from Paris, to welcome its guests to present its new collection “L’Amour” yesterday, July 16th. A fashion show that marks the great return of physical runways in Paris since the beginning of the health crisis.


One year ago, Simon Porte Jacquemus had chosen to present his fashion show in a lavender field in Valensole. This time, however, the House has chosen a wheat field. The parade was held yesterday at 8 pm.


Jacquemus proposed to its guests during this show a succession of mixed silhouettes that paraded on guitar notes, giving life to the so warm DNA of a designer from Salon-de-Provence.


A cloakroom with saturated colours where “Love” is felt, not without a touch of melancholy injected by the designer who now presents only two collections a year.


Because of the current context, the public was restricted in order to respect health safety measures and the show was broadcast live on the Instagram account and on the brand’s official website.


Same scenario on the backstage side with a Jacquemus team reduced by half to which the designer dedicates this new show.

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Note also that Jacquemus plans two mixed fashion shows per year. The first will be held in January and the second in June. This will enable it to offer exceptional shows with outstanding collections.


This allows us to reduce the number of shows, to share the raw materials between the men’s and women’s wardrobes and to reduce the pace for my team and my partners,” explains thebrand.


Featured Photo : © Pascal Le Segretain/Getty Images

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