Jacquemus S/S 2021 by Maximilian Pittner

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9sete

9sete

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Art Direction | Kevin Tekinel and Charles Levai for Maybe
Talent | Ruben Moreira, Ylang, Rio and Chantal
Cinematographer | Maximilian Pittner
Set Design | Sati Leonne Faulks
Editor | Markus Soria
Sound Editor | Moritz Staub for Staub Audio
Hair | Karim Belghiran
Makeup | Aurore Gibrien
Colorist | Tim Smith
Production | Anaïs Julia Ngbanzo and Emmanuelle Atlan for Farago Projects
Wavy Logo | Alvaro Posadas

jacquemus.com
 
He goes to such lengths to disguise the clothes you might as well run a text advert!

Sorry to sound like a broken record but I would have never guessed this is a fashion ad, it seriously looks like a very annoying detergent print ad from like 2005. Not the Jean-Pierre Jeunet image of charming french provinciality he had in mind...
 
Thanks for the inspiration for chest workout
That’s about it
 
I think this is cute. Its endearing and clever and no another basic model stood wearing basic clothes.
 
Yeah it's not very fashion-y, but it's different, fun and interesting! Something you can't say about many campaigns we consider to be fashion-y this season, actually.
 
Seriously, this is great! It’s fun!
I don’t remember the collection related to the campaign but it kinda add an element of fun to Jacquemus.

I feel like there’s a big disconnect between his story-telling and the image of his brand. And this campaign kinda create a bigger gap again.
 
I’m not the biggest fan of Simon but I do like the idea of this ad, just think the execution is poor.
 
I quite like this. It is refreshing and different from all other ads where it is just models standing around looking bored. Jacquemus is more of a contemporary brand so they do need some of the bells and whistles like this to elevate the collection and make it pop.

That first shot also reminds me of some the Jeff Burton photography from the early to mid 2000s.
 
I like it. It's really campy and fun. He obviously selling his aesthetic better selling his clothes. The campaign really elevated the collection without even put focus on the clothes. He know how to capture the zeitgeist attention and make him standing out from the rest of the other contemporary brands. Good for him.
 
It's become one of those 'cool' brands where Simon is now selling a lifestyle/aesthetic rather than the clothes, and this campaign speaks to that. I like it.
 
I feel like this is a brand like many others, generates most of their revenue by selling t-shirts with their logo. Therefore it works and I love it, reminds me of 90's Diesel.
 
Toni Ahlgren said:
I feel like this is a brand like many others, generates most of their revenue by selling t-shirts with their logo. Therefore it works and I love it, reminds me of 90's Diesel.
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Really? I see people wearing their bags and dresses often. I'd call it one of the more wearable luxury brands.
 
danawokarrr said:
It's become one of those 'cool' brands where Simon is now selling a lifestyle/aesthetic rather than the clothes, and this campaign speaks to that. I like it.
Click to expand...
oh jeez. whe only reason people want the chanel logo is because of chanels storied history making actual clothing. A Wang is only trucking along bc of Balenciaga connections, if it wasn't for that he would be the new Kenneth Cole.

jacquemus is a nothing, nobody brand. FRANKLY.

it was literally hot for maybe 2 seasons. quite possibly the shortest run I can recall...the only thing he's known for is a useless microbag that in reality is a mockery of fashion, that's not actual fashion... just like luxury sweatpants and tshirts are not actual fashion. "IM SO RICH I CAN WEAR SWEATPANTS" Irony is not fashion. and fashion isn't about looking rich, that is a side.

Again we can look t John to see how to do ironic correctly with his 2002 "Diors Latest Victim" collection where he mocked his customers for being fashion victims. Except it was fashion and John has the chops to make those kinds of observations. Jacquemus is not allowed to mock fashion because he's done nothing but stitch some sarongs together. Same as Virgil, if you do not know how to make haute couture you cannot mock fashion. Period.

Karls ginormous Chanel bags were also brilliant because you could sit it on your shelf and appreciate it - they weren't supposed to be used. The point was for the Chanel customer to collect it as memorabilia. Jacquemus isn't important enough to have memorabilia...because he doesn't make Haute Couture and therefore doesn't have the hallowed cache. On another note, only Couture houses can get away with logo wear.
 
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fakeawake said:
oh jeez. whe only reason people want the chanel logo is because of chanels storied history making actual clothing. A Wang is only trucking along bc of Balenciaga connections, if it wasn't for that he would be the new Kenneth Cole.

jacquemus is a nothing, nobody brand. FRANKLY.

it was literally hot for maybe 2 seasons. quite possibly the shortest run I can recall...the only thing he's known for is a useless microbag that in reality is a mockery of fashion, that's not actual fashion... just like luxury sweatpants and tshirts are not actual fashion. "IM SO RICH I CAN WEAR SWEATPANTS" Irony is not fashion.

Again we can look t John to see how to do ironic correctly with his 2002 "Diors Latest Victim" collection where he mocked his customers for being fashion victims. Except it was fashion and John has the chops to make those kinds of observations. Jacquemus is not allowed to mock fashion because he's done nothing but stitch some sarongs together. Same as Virgil, if you do not know how to make haute couture you cannot mock fashion. Period.

Karls ginormous Chanel bags were also brilliant because you could sit it on your shelf and appreciate it - they weren't supposed to be used. The point was for the Chanel customer to collect it as memorabilia. Jacquemus isn't important enough to have memorabilia...because he doesn't make Haute Couture and therefore doesn't have the hallowed cache. On another note, only Couture houses can get away with logo wear.
Click to expand...
Okay? I was just making an observation about what his vision seems to be, I never claimed Jacquemus had earned a certain status. I agree with you. I just like this campaign lol
 
danawokarrr said:
Really? I see people wearing their bags and dresses often. I'd call it one of the more wearable luxury brands.
Click to expand...
Luxury? It’s just a prêt à porter brand. People will call it contemporary but in reality, it’s in the large spectrum between Sandro and Acne Studios/Isabel Marant.

People often forget that before Zara, H&M and others took the world, the spectrum of fashion was large. Luxury became a marketing word in opposition of fast fashion but not every designer brand is luxury.
If we want to go deep, Jacquemus doesn’t even meet the criteria to be in that luxury conversation.
 
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