Simon Porte Jacquemus, known for his extraordinary fashion shows, will bring his Spring/Summer 2024 show back to a place close to his heart – the South of France. The French designer, who recently wowed audiences with a stunning show at the Palace of Versailles, has announced that the upcoming event will take place on January 29th at the Fondation Maeght in Saint-Paul-de-Vence.
Located in a charming village, the Fondation Maeght is not only an architectural marvel designed by Josep Lluís Sert, but also a treasure trove of art. Founded in 1964 by Marguerite and Aimé Maeght, this prestigious venue boasts works by renowned artists such as Georges Braque, Marc Chagall and Joan Miró. As a tribute to this rich artistic heritage, Jacquemus named his collection “Les Sculptures” in honor of the work of Alberto Giacometti. The foundation isn’t new to the fashion limelight, having hosted Louis Vuitton’s Cruise 2019 show.
This return to the South of France continues Jacquemus’ tradition of hosting shows in stunning locations, such as a lavender field and a salt mine, which has significantly boosted the brand’s social media presence. Known for its cinematic runway presentations, Jacquemus’ choice of venues has always been a nod to the designer’s Mediterranean roots and love of his native Provence.
Jacquemus’ strategy goes beyond venue selection. His brand is on an upward trajectory, combining a Mediterranean aesthetic with accessible luxury. Items such as the €100 bucket hats and the famous €670 Chiquito handbags have become synonymous with the brand’s accessible luxury ethos. The brand’s expansion plans are also strong, with a flagship store on the Avenue Montaigne in Paris and summer pop-ups in glamorous locations such as Portofino and Saint-Tropez. Jacquemus is also looking to expand globally, with potential stores in the U.S. and the Middle East, and aims to open several overseas by 2026.
The designer’s decision to stage his show outside the official calendar, after the men’s shows in Paris and Paris Haute Couture Week, is a testament to his unique vision and independent spirit. This show in Provence is not only a return to familiar territory, but also a reaffirmation of Jacquemus‘ deep connection to the Mediterranean lifestyle and aesthetic.