Brand Spotlight: How Jacquemus Took Over The World

When it comes to modern success stories, nothing quite beats Jacquemus. The French designer catapulted his namesake fashion line from relative obscurity to cult status over a few short years. today, he is known as much for his viral social media campaigns as his cult collection of handbags that continually feature on influencers’ arms and editors’ most wanted lists. 

In 2009, at the tender age of 29, Simon Porte Jacquemus founded his line and quickly drew the attention of Paris’ fashion crowd. But It wasn’t until 2012 that Jacquemus got his first big break. Then, At the age of 22, he landed a coveted spot at Paris Fashion Week, and became one of the youngest designers to make the official schedule. That’s when the world was officially introduced to Simon Porte Jacquemus, who was raised on a small farm in Southern France and was now commanding the attention of fashion’s heavy hitters.

In the brand’s short history, a few key moments stand out as having helped solidify its position as a go-to for a new generation of fashion enthusiasts. Here is the story of how Jacquemus reached peak success in the digital age. 

How Jacquemus Took Over The World 

Jacquemus is best described as a luxury French brand rooted in heritage with a modern twist French designers are often known for their subdued, elegant silhouettes that are flattering and timeless. In contrast, Jacquemus’ graphic designs are colorful and vibrant with a unique aesthetic that feels entirely new.  This fresh look, that’s both joyful and radiant, is clearly resonating with young shoppers.

Back in 2018, Jacquemus launched the brand’s debut menswear line, expanding the brand’s reach to a new audience. During those first nine years, Jacquemus went from Paris Fashion Week rookie to being nominated twice for the LVMH Prize. The following year the floodgates opened, and Jacquemus reached new and unparalleled heights. 

Jacquemus Handbags in Popular Culture 

The micro bag trend, that's taken over social media, was arguably started by Jacquemus when he released the now-iconic Le Chiquito bag back in Spring/Summer 2018. from high-quality leather or suede, it features bold, long-curved handles, and a trapezoid-like body, all in a package barely big enough to hold your phone. With a plethora of colors to choose from, the bags are playful, youthful, and would look right at home in a Disney cartoon. Dua Lipa, Beyoncé, and Kylie Jenner are among the celebrities spotted wearing the design, which essentially kickstarted a social media storm that put Jacquemus front and center of the fashion conversation.

Following the success of Le Chiquito, Jacquemus has released new handbag designs that follow a similarly playful ethos. Today, Jacquemus handbags are synonymous with the brand itself. According to our internal data, Jacquemus is in the top 10 selling handbag brands of the year, sharing the stage with heritage names like Saint Laurent, Balenciaga, and Valentino. 

Social Media Magic: A Tale of Marketing Mastery

What truly set Jacquemus apart was its groundbreaking approach to marketing through social media. In an era where digital platforms reign supreme, the brand harnessed the visual power of Instagram to create a mesmerizing narrative. Every post became a canvas, where vibrant colors, sun-soaked landscapes, and intriguing designs converged to tell a story that resonated deeply with the modern audience. Jacquemus' Instagram feed has become a work of art in itself, capturing the essence of the brand and establishing a strong online presence. 

The brand’s digital presence is playful but intentional — showing models enjoying life at the beach, in the company of others, and in nature. Celebrities like Kylie Jenner are frequently featured on Jacquemus’ social media, modeling looks from upcoming and current collections. 

According to Stylight Insights, Jacquemus saw a 230% search increase on Google in 2018-2019, and on average, the Jacquemus hashtag is used over 2,000 times a day on Instagram. Since 2018, the brand continues to grow year over year, which is also evident on ModeSens. According to our data, Jacquemus is also one of the top 10 best-performing womenswear brands on the platform, alongside Gucci, Loewe, Dolce & Gabbana, and Saint Laurent. 

Why is Jacquemus So Popular?

Jacquemus’ popularity comes down to its ability to strike a chord with millennials and Gen Z. The brand's minimalist yet bold aesthetic aligns perfectly with the visual language of social media, making it shareable and instantly recognizable. By tapping into the desires of digitally-savvy shoppers, where individuality and self-expression reign supreme, Jaquemus has achieved widespread appeal.

The Takeaway: Luxury For Everyone

The question of whether Jacquemus is a luxury brand is a nuanced one. While it may not adhere to the traditional norms of established luxury houses, it undeniably embodies luxury in its own right, especially with a younger, more agile generation of shoppers. Jacquemus challenges the conventions of luxury by infusing it with an innovative spirit that embraces contemporary design elements and unconventional materials. The brand's ability to create covetable pieces that resonate with a diverse range of consumers has redefined the concept of luxury, making it more accessible and relatable.

As we reflect on Jacquemus’ decade-long journey, one thing becomes clear: the brand's influence on fashion is profound and enduring. By harnessing the power of social media, Jacquemus has shattered traditional barriers and carved a path that seamlessly merges innovation with timeless style. The popularity of Jacquemus’ bags, which now share the spotlight with established luxury houses, signals a paradigm shift in the accessories market. And as Jacquemus continues to capture hearts, minds and wallets, it stands as an example for both established and emerging talents, redefining what it means to be a serious player in the fashion industry today.