Jacquemus: architecture in fashion
Runway shows are a way to show off the most recent collection of fashion houses. They are a chance for the public to see the collection for the first time before it is traditionally put onto market. Of course, the most important part of the fashion show are the clothes but typically the clothes are displayed alongside a stunning location that naturally coincides with the style which is being displayed. This is a relatively modern idea, which has moved from the classic linear raised platform to sometimes extravagant locations such as the Grand Canyon, sand dunes, the Great Wall of China and even underwater.
Jacquemus is known for his unique runway locations. He has hosted collections in lavender fields in the south of France accompanied with a pink runway for the 10th anniversary of the label. The French countryside, alongside Jacquemus’ classic style embodies the brand’s French heritage.
In 2021, Jacquemus continued the tradition a year later, hosting his Spring/Summer collection at the French Vexin Regional National Park in Paris – a stunning wheatfield backdrop which Jacquemus used to compliment the natural tone of his collection embracing a comforting palette of beige, soft whites and warm yellows.
In 2023, Jacquemus hosted his Fall/Winter collection at none other than the palace of Versailles in France. This collection embodied the heritage of the location through displays of regal corseting, lace, bustles, and puff sleeves whilst being accompanied by rich classical music, highlighting the connection between location and the fashion.
This runway show to me is an example of how designers can use locations to create a memorable storyline to accompany the style and choice of their collection. Jacquemus is one of the most talented designers of our age not only due to his ability to create striking garments, but also his ability of creatively displaying his work and creating fashion that is more than just garments but a story that is reflected through each detail of his collection.
Juliette J, Year 12