This Monday, June 29, at the Pietra Lighthouse in L’Île-Rousse, Corsica, Jacquemus presented its fashion show titled “Le Bonheur.” It was an invitation to a summer journey with a vibrant, lively vibe.
Let’s head to the Isle of Beauty. With its seaside vacation vibes and the sweltering heat of recent days, Jacquemus arrives like a breath of fresh air with its new collection featuring southern accents. A return to its roots thanks to the “Le Bonheur” fashion show, which marks a return to the brand’s fundamentals after several conceptual or more institutional seasons—notably following shows at the Palace of Versailles and the Picasso Museum.
The Mediterranean, the cradle of Jacquemus
What makes up Jacquemus’s inimitable DNA is his attention to detail and his knack for surprise, with runway settings that are as extraordinary as ever—such as Provençal lavender fields, a Hawaiian beach, or the salt flats of the Camargue. Since his debut, Simon Porte Jacquemus has continually built his world around Provence, the light of the South, and memories of childhood vacations. All these places—both exotic and revitalizing—illustrate the same idea of freedom conveyed through the silhouettes of each collection.
Thus, the choice of the Pietra lighthouse is no coincidence. Setting his fashion show and his creative world within a rugged landscape in northern Corsica—swept by the sea breeze and open to the horizon—reflects Jacquemus’s vision for the future. Unlike the monumental or urban settings mentioned earlier, Jacquemus reconnects with nature, which is embodied through the silhouettes themselves rather than merely through the backdrop.
Mediterranean settings are his trademark. And these exceptional atmospheres give rise to collections that illustrate and immortalize the Provençal French art of living and the freedom of movement. Rigidity is cast aside to allow the body and all body types free expression.
“Le Bonheur,” a nod to the early days
Loose-fitting pants, flowing silhouettes, shimmering colors, and lightweight fabrics: the collection gives the impression that the clothes live with the body rather than constrain it. This idea of movement has been central since Jacquemus’s first runway shows in 2012: even his earliest shows evoked the beach, the heat, summer vacations, and a breath of freedom.
It’s no coincidence that Jacquemus chose Corsica as the venue for his new collection. Lisula (L’Île-Rousse in Corsican) embodies many facets of Corsica thanks to its founding history, strong cultural identity, and its role as a gateway to the Balagne region. It is this unique character—with its Florentine-inspired houses and villages perched amid olive groves—that caught Jacquemus’s eye. Beyond simply making Corsica its new muse, the brand’s return to its roots was highlighted by a casting call organized on the island to feature local models on the runway, as well as by inviting a select group of prestigious and close friends of the house.
The collection consists of sporty silhouettes crafted with a subtle touch of sophistication. Tank tops—the ultimate classic in both men’s and women’s wardrobes—are reimagined in a variety of signature lightweight fabrics: organza, crepe, taffeta, organic textures, linen, and cotton. What best characterizes this collection are the colors: a chromatic palette blending pastel and vibrant tones—such as a bright green shirt and a very soft heathered wool jacket.
The sun, the beach, and nature
Happiness comes from simple things: nature, the sea, the South, and freedom. And through these emotions, Jacquemus reaffirms happiness as the ultimate and deeply contemporary luxury: while contemporary luxury emphasizes performance, the designer champions something simpler.
For several seasons now, the brand has gradually aligned itself with the codes of the great heritage houses, staging increasingly spectacular runway shows. With “Le Bonheur,” Jacquemus seems to be returning to a more instinctive and personal vision.
With “Le Bonheur,” Jacquemus isn’t just launching a new collection—he’s returning to his roots. By celebrating freedom, movement, and the beauty of simple pleasures, Simon Porte Jacquemus rediscovers what has always set his brand apart: a deeply personal, radiant, and emotional take on fashion. In an industry sometimes tempted by ever-more-spectacular excess, the designer reminds us that there is perhaps no greater luxury than that of simplicity and escape.
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Featured photo : © Jacquemus
