Jacquemus Heads to the South of France of 10th Anniversary Show

A 500-meter hot pink ribbon rolled down the middle of a beautiful lavender field in Provence, France to serve as the runway for Jacquemus’s 10-year-anniversary show, just miles away from designer Simon Porte Jacquemus’s stomping grounds. The bright pink runway coupled with the idyllic setting spoke to the playful, countryside chic aesthetic Jacquemus is known for. Dubbed “Le Coup de Soleil”—or sunburn—the show was set against the summery background as models walked down the catwalk in breezy linens and made-for-Instagram relaxed tailoring in sugary pastels. Jacquemus is so much more than teeny-tiny totes and oversized straw bags, and its 10-year anniversary show proved why.

Ahead, everything you need to know about Jacquemus 10-year anniversary show.

The Guests

Keeping true to his playful energy, Simon Porte Jacquemus sent out travel-sized bottles of sunscreen with the words “Le Coup de Soleil” written on the front to attendees, a fitting souvenir as temperatures increased in France. Emily Ratajkowski, Bruna Maquezine, and several French celebrities and VIPs flocked to the field to celebrate Jacquemus’s feat.

The Collection

Jacquemus’ sumptuous Le Coup de Soleil collection evokes all the chill vacation vibes that have become synonymous with the brand. Simon Porte Jacquemus opted for delicate pastel shades, including pinks, soft yellows, oranges, greens and blues, and eye-popping floral prints and sheer detailing. Among the sea of breezy maxi dresses and minis, Jacquemus sprinkled in a few workwear pieces. Oversized, sharp-shouldered blazers were juxtaposed against feminine silhouettes like tiny shorts and midi skirts. Jacquemus also played with the utility trend by pairing high-waisted orange cargo pants with a pink, deep-v maxi top and a large straw bag.

The wild card of the night wasn’t an even tinier Chiquito bag. This time, Jacquemus sent a model down in a floor-length olive green gown that looks as if it can double as a sleeping bag or a parachute—survival fashion at its finest.

The Inspiration

Simon Porte Jacquemus drew on a number of things for his anniversary show. “This collection is not at all about Provence,” he said. “It’s about the codes of the house, about other places, about all these women who have inspired me that were not from here, who were overdressed, and these guys who wear too many prints, but who still look cool.”

On Instagram, he dedicated the show to his mother, writing, “FOR YOU…MAMAN AND HUGE THANKS TO MY TEAM….FOREVER.”

The Men’s Collection

Last June, Jacquemus showed his inaugural menswear collection inspired by the “cliché of Marseille” featuring bright summer whites and yellows on tracksuits and relaxed trousers. “He’s a bad-taste guy, but he’s cute; he’s trying to be so elegant, but he has an army thing with a sunflower shirt,” he told British GQ at the time. “They’ve all inspired me since I was young. But there’s a lot of me in there too.”

This time around, the Jacquemus guy has much better taste and doesn’t mind mixing prints and silhouettes. The men’s collection saw models in oversized outerwear, baggy pants, printed vacation Dad shirts, and floral tailored suits. Each look was punctuated by either a bucket hat, messenger bag or two-strap sandals when it gets too hot for sneakers.

Click through the gallery below for all the looks from the Jacquemus Spring 2020 collection.