Jacquemus launches his Egypt campaign

As the luxury fashion house he founded celebrates its 15th anniversary this year, Simon Porte Jacquemus is feeling conquering and has set his sights on Egypt for the shoot of his “La Croisière” collection. A journey from Cairo to Aswan with an air of eternity along the Nile River.

Is this the support of L’Oréal in his next diversification into the world of beauty and perfume? Whatever the case, Simon Porte Jacquemus feels so inspired that he has decided to cross the Mediterranean—an endless source of inspiration, like his native Provence—and shoot the advertising campaign for his La Croisière collection in Egypt.

While the woodwork of Auguste Perret’s apartment, where the collection was shown, might have suggested a setting of majestic ocean liners like the Normandie, it was ultimately the homeland of the SS Sudan, the steamship on which Agatha Christie’s 1978 film adaptation of Death on the Nile was filmed.

The origins of Khôl

2025 brought Jacquemus an unexpected birthday gift for someone who dreamed of one day creating his own perfume: the support of L’Oréal as a minority shareholder. The global beauty giant is one of the economic champions of French luxury, or the BIG FOUR, grouped under the acronym KHOL (for Kering, Hermès, L’Oréal, and LVMH).