Jacquemus unveils its third book: Le Chouchou

Named the Chouchou after the fashion show the brand presented last June in Versailles, Jacquemus’ new photography book was imagined with artist Martin Parr.


It will be available from October 9 on the brand’s website and at the Avenue Montaigne boutique.


A well-executed communication campaign


Two days ago on Instagram, Jacquemus shared with its 6.1 million followers an augmented reality video featuring a giant book in a French garden to announce the imminent release of its new work. The brand took the opportunity to invite its community to a book signing on Tuesday, October 3, in the Parisian boutique Avenue Montaigne, alongside southern designer Simon Porte Jacquemus and his collaborator on the paper work, artist photographer Martin Parr.


It didn’t take much more communication to get the public to show up. On social networks, we could see the huge waiting line all along the iconic capital street, bringing together Jacquemus fans with the same objective: to meet the two protagonists and get their signatures on the first page of this beautiful book.

Le Chouchou, Jacquemus’ third book

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Featured Photo: © Jacquemus

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