Jacquemus Hawaii Fashion Show

A couple of days ago on its Instagram profile, Jacquemus posted a video of a diver wearing a pink mask who, immersed in the ocean, announced the brand's upcoming fashion show:

"Hi! Jacquemus' show will be in Hawaii on 9 March, actually it depends on where you are on planet."

For the first time, Simone Jacquemus Porte has decided to present its new collection, the one dedicated to spring/summer 2022, outside France, in a spectacular natural location: the island of O'ahu. After mountains, wheat fields and lavender fields, it is now the turn of a long blue strip lying on the sand to be the perfect catwalk. Looking at the first shots posted on the web, it's like looking at a postcard, a paradise à la The Beach: a golden beach set among the crystal-clear waters of the Pacific, palm trees and the Ko'olau mountain range. The mood is very different from the other presentations included in the Fashion Month schedule, which confirms the designer's love of nature and his desire to go against the tide, following his own timing, because "I don't like official things. I'm having fun with an unofficial calendar, I'm playing with what we have. I think it's more fun."

In a press release he also pointed out that "as a guest to Hawai‘i, Jacquemus is taking great care to respect this location, culture, and way of life. We are primarily working with talent and businesses from O‘ahu and the neighbouring islands to leave as small of a footprint as possible."  Simone Jacquemus Porte fell in love with this landscape last year when he visited the island for the Family Love campaign shot by photographer Tom Kneller, and thought Hawaii, with its majestic landscapes, diverse climates and great biodiversity was the perfect complement to the exuberant Le Splash collection. The new collection, spotted in the stories of the celebrity guests and influencers who attended the preview of the fashion show, seems to be inspired by the lush nature of the archipelago, at least in terms of color. The clothes, in fact, are declined in bright shades of pink, green, blue, orange, alternating with a basic beige and check print. All the signature Jacquemus style classics are there: from longuettes to tops with laces woven over the body, from bodysuits to cargo pants ( a big trend item for 2022), from shirts to be worn as jackets or cover-ups to loose tailored suits. There is no shortage of accessories, from high-heeled shoes to a sort of slipper to the many colorful bags like Le sac Rond. We also seem to glimpse a preview of a beach line destined to become the new must-have of the next hot season, but we will only find out after the show. 

Among the guests at the front of the show and at the afterparty were singers SZA and Jhené Aiko, in two sets of blue and light blue vichy, respectively, together with Jennie from Blackpink, who wore a La Maille Gelato crochet crop top in check, combined with a striped skirt, sandals and Le sac Rond bag. All pink. In addition to the Korean star, Bad Bunny (the brand's latest campaign testimonial), rapper Aminé, Don Toliver and Filipino vlogger and influencer Bretman Rock were seated to applaud the new Jacquemus collection.

The French designer has always understood the power of social media and made great use of it. He manages to focus attention on the eagerly awaited outfits even before the show thanks to sneak peeks provided to the millions of followers of the guests at the collection party. Even if the Le Splash show hasn't happened yet, the items from the collection are already here. To await a pleasure, is itself a pleasure is a phrase that no longer works in the age of immediacy, and Simon Porte seems to have understood it well.