The Genius Jacquemus Marketing that Took Over Social Media And Our Hearts

Imagine a tiny handbag perched next to a freshly baked baguette or a runway surrounded by fields of lavender. This is the whimsical world of Jacquemus. How has a relatively young brand managed to captivate the fashion industry with its playful charm and unconventional marketing?

Since its launch, Jacquemus has become a high-fashion household name, not just for its minimalist designs but for its innovative marketing strategies.

From food-themed campaigns to immersive fashion shows, the brand has mastered the art of blending French culture, humor, and luxury into a marketing formula that’s as irresistible as it is memorable.

Let’s unravel the recipe behind Jacquemus’ marketing magic and see how it keeps us craving more.

The Humble Beginnings of Jacquemus

The label was founded by none other than Simon Porte Jacquemus, a Frenchman born and raised in the south of France to a farming family. With a lifelong passion for fashion, he moved to Paris at 18 to study at the École Supérieure des Arts et Techniques de la Mode. Tragically, his mother passed away in a car accident during this time, leading him to abandon his studies.

In 2009, at just 19, Simon launched his own brand, Jacquemus, naming it after his mother’s maiden name as a heartfelt tribute. With little more than a dream and some fabric, he crafted minimalist, eye-catching designs that packed a punch. His marketing strategy? Pure genius! He sent his friends strutting around Vogue’s Fashion Night Out in 2010, wearing his creations and turning the Paris streets into his very own catwalk.

Jacquemus had its big break in 2012 when Simon got the coveted invite to showcase his collection at Paris Fashion Week. The spotlight was his, and he didn’t disappoint. His designs, bursting with Provençal charm, clean lines, bold colors, and playful simplicity, instantly set him apart. 

It was the moment the fashion world realized Simon wasn’t just promising; he was the future.

Simon Says: Make Fashion Personal

Jacquemus owes much of its success to Simon Porte Jacquemus’ authentic storytelling. By weaving his heritage, emotions, and personal flair into every stitch, he’s built a brand that feels less like fashion and more like a heartfelt memoir (with a chic French Twist).

His Provençal upbringing inspires many collections, with sun-soaked campaigns and rural settings that evoke a dreamy, idyllic lifestyle.

Runways That Are Anything But Ordinary

Jacquemus has truly mastered the art of immersive fashion shows, turning them into unforgettable events that go far beyond just showcasing clothes. Each show tells a story, evokes emotion, and transports the audience into a world that perfectly reflects the brand’s ethos of simplicity, joy, and Provençal beauty.

Instead of going the usual fashion week route, Jacquemus’ marketing strategy focuses on creating outstanding fashion events. They are renowned for hosting shows in unconventional locations that double as visual masterpieces. 

The most popular being Spring/Summer 2020: Lavender Fields in Provence. To celebrate the brand’s 10th anniversary, Jacquemus staged an unforgettable show in the lavender fields of Valensole, Provence. 

Models strutted down a bold pink runway, cutting through endless purple fields, creating a jaw-dropping contrast that looked like something out of a dream. The setting wasn’t just visually stunning. It was a heartfelt nod to the brand’s Southern French roots.

Unsurprisingly, the internet went wild, and Jacquemus officially proved it could make nature as fashionable as a Le Chiquito bag.

The Charm of Playful Luxury

Jacquemus branding is a masterclass in making luxury approachable, fun, and relatable. Simon Porte Jacquemus has infused the brand with a playful charm, transforming high fashion into an invitation to embrace life’s simple pleasures.

Striking the perfect balance between chic and cheeky, Jacquemus’ marketing seamlessly blends humor-driven campaigns, relatable simplicity, and engaging social media content. From balancing Le Chiquito bags on baguettes to showcasing oversized hats as playful props, the brand uses humor to disrupt the often serious tone of luxury fashion.

This lighthearted approach extends to unexpected product designs, like ultra-mini bags and fish-tin packaging, proving that Jacquemus’ marketing doesn’t take itself too seriously. By finding beauty in the every day, the brand transforms simple objects like bread and flowers into symbols of accessible luxury, redefining what it means to be fashionable.

Blending Food Marketing with High Fashion

Jacquemus has an undeniable knack for turning food into a core element of its marketing strategy, blending humor, luxury, and everyday charm. By incorporating food into its campaigns, the brand evokes the simplicity and joy of the Southern French lifestyle that inspires it.

Take the AI-generated lemons content they shared on their socials, for instance, where vibrant lemons were seen tumbling across a picturesque beach. This surreal yet captivating imagery perfectly encapsulates Jacquemus’ ability to blend creativity and technology, creating a visual experience that feels both playful and dreamlike.

Jacquemus doesn’t just market products; it markets an experience that connects with people on a sensory and emotional level. By using food to tell its story, Jacquemus creates campaigns that are not only visually stunning but also culturally rich and endlessly shareable.

How Jacquemus Uses AI to Redefine Fashion Campaigns

Jacquemus has embraced AI in its marketing, most notably with a campaign featuring oversized "Bambino" bags rolling through Paris, created using AI-generated 3D renderings. The surreal visuals captivated audiences, amassing over 2 million views on TikTok and highlighting AI's potential for crafting imaginative, shareable content.

This innovative approach pushes the boundaries of traditional advertising, allowing the Jacquemus marketing team to create scenarios that would be costly or impractical in reality. While AI offers exciting possibilities for creativity and efficiency, it also raises questions about transparency, with calls for more transparent disclosure when digital tools are used. J

acquemus’ use of AI reflects its commitment to blending technology with artistry to stay ahead in the fashion industry.

What Makes Jacquemus Marketing Unforgettable

Jacquemus marketing works because it feels authentic, fun, and deeply tied to French culture. Whether it’s whimsical fashion shows, food-inspired campaigns, or creative AI innovations, the brand can create experiences that connect emotionally, visually, and sensorial.

Jacquemus has redefined what it means to be fashionable, proving that even the simplest things, like a baguette or a lavender field, can turn a luxury brand into a global sensation.

✍️ Written by Paula Madero