A while ago I came across this Paris based brand; and completely fell in love with its youthful, quirky attitude & the originality of their ad campaigns. Simon Porte Jacquemus' designs have a touch of Céline about them, which I obviously adore. The clothes have realism, they are wearable - it's like an unstuffy bit of fresh air. He describes the Jacquemus woman as someone who is “ultra simple, raw, very French, smiley, no make-up, she can wear her father’s oversized clothes and also her grandmother’s 60′s dress, flat shoes and of course long socks”. In any case, the playful tees and graphic sweatshirts in his SS14 collection didn't look like anything other than the kind of thing the peppy Jacquemus girl is going to want to have in her wardrobe this spring (and also me, of course).
Browsing through their website I found L'usine (A/W 2012), possibly one of the most intriguing campaigns you'll ever see. French girls all un-made-up in a way that only the fortunate seem to be able to get away with, & wearing the juxtaposition of wool pieces that have been daringly cropped at the midriff and at the legs, it conjures up some some strange imagery. It radiates the kind of cool that only French girls can seem to do.
Images via JACQUEMUS.