Branding is everything
The talented designer rapidly understood that, in order to compete with the big luxury Goliaths like Chanel, Louis Vuitton and, Dior, he needed to get the attention of its audience, and that is precisely what he did through social media.“Image, he acknowledges, is everything.”
In this digital era, Jacquemus has become one of the most influential brands on social media, with more than 2.7million followers on Instagram. The young designer knows how to attract attention. Even during the pandemic, when luxury brands struggled to make a digital fashion show that would stand out, Jacquemus made a live stream event allowing all its audience to follow the runway and to feel like they were in a dreamy scenery of Us in France. More than half its followers attended the live stream, making it one of the most viewed fashion digital fashion show.
This raises a question: is Jacquemus an influencer or a fashion brand? Maybe he is somewhere in between.
Natural fabrics focus on Jacquemus
Born in Provence, Jacquemus puts a lot of importance on nature and its fabrics. However, the brand does not claim to be sustainable. Simon Porte Jacquemus stated in an interview that it is more about thinking “like (his) grandparents did: we have tomatoes in the garden, so we eat tomatoes.”
We may note through Retviews data is the fact that Jacquemus uses more natural fabrics like cotton, linen, and viscose. Its competitors use their fair share of synthetic fabrics but also more noble fabrics like silk (put in others).