Why Jacquemus Is A Marketing Genius

In today's video, I review the Jacquemus Resort 2025 runway show / collection and talk about how Jacquemus uses his marketing campaigns to garner financial success through bags such as the Le Chiquiuto. Simon Porte Jacquemus pulled off one of his resort spectaculars today, this time in Capri—a vividly sun and color-drenched co-ed production which he said his team had been privately calling “the impossible show.” It’s been Porte Jacquemus “biggest dream since starting 15 years ago” to show at the Casa Malaparte. The French-cultural significance of the place: Jean Luc Godard filmed Le Mepris, his 1963 New Wave classic, including unforgettable scenes atop the terracotta terrace of the modernist Italian villa, an architectural feat perched on vertiginous cliffs to the east of Capri. The catch: the house is only accessible by boat—when the weather allows. Some of the kit needed to be helicoptered in as they prepared for the 40 guests who could fit onto the rooftop space. And just for once, in a season when so many summer resort shows have been buffeted by storms, the weather gods smiled. “There is no beauty without risk!” Porte Jacquemus had declared a day earlier. So Gwyneth Paltrow and Dua Lipa were there to witness a Jacquemus collection that marked a creative rite of passage for the designer. “We are evolving into something new. A new kind of sexiness. Realistic but also minimal; almost two-dimensional,” he said. “As pure as I can be.” Surrounded by drones shooting foota