Jacquemus FW20 campaign is an ode to the 1990s

When a few days ago Simon Porte Jacquemus posted on his Instagram images of a vending machine dedicated exclusively to his bags, with the words "See you next week for a surprise", the fans of the brand reacted with a rain of like. Many people started dreaming of finding them around the city, inserting a few coins (actually quite a lot) and see, instead of a stale snack, Le petit Bambino, Le Chiquito, Le Chiquito long, Le Bello or another of the brand's it-bags. Actually, that was just a small preview of Jacquemus FW20 campaign.

After making us dream of a romantic trip to the countryside with the SS21 fashion show set in a giant wheat field, Jacquemus takes us back to the '90s with a nostalgic and cool campaign. The star of Valentin Herfray's shots is Laetitia Casta who, as she had already done when she opened the fashion show in January 2019, wears the pieces of L'année 97, the French brand's winter collection. Alongside the top model, who in the 90s was at the peak of success and according to Simon Porte Jacquemus "represents the ultimate in French beauty, and just plain beauty", there are a series of must-haves of the decade: from the Nokia 3310 to the old-school video game console, from the portable CD player to the yo-yo, from ping pong to the hose to water the flowers, from the Jacquemus customized pink Barbie machine with fluffy steering wheel and nuts to the gummy candies. 

As in Marty McFly's time loop, Laetita Casta walking Toutou, with her pastel pink nails, bodycon dresses, micro tops, knitted leggings and tailored suits takes us back to when we were teenagers waiting for the bus outside of high school listening to Bitter Sweet Symphony by Verve and Torn by Natalie Imbruglia, while we wished the guy we like would notice us. And if we suddenly feel the need to have the popular Friends' Rachel haircut, let's remember that it's all Jacquemus' fault.