Jacquemus celebrated its first decade in business on Monday with an epic runway show in a setting attendees, and those who follow them on social media, won't soon forget. Titled Le Coup de Soleil, or "sunburn" in English, the Spring 2020 show and 10th-anniversary event was held in the middle of a blooming lavender field in the South of France, not far from designer Simon Porte Jacquemus's hometown. With both male and female models walking down a rolling, seemingly endless hot-pink runway wearing a delightful array of rich pastels, the whole thing was a confectionary feast for the eyes — and for Instagram. It's fitting for a designer who has the app to thank, at least in part, for his rise to fame. From his comically large straw hats to his comically tiny handbags, Jacquemus has quite a few viral fashion moments under his belt, not to mention a wealth of influencer and celebrity placements.
The clothes and accessories were nearly as picturesque as the venue: For women, there were playful mini dresses, flow-y maxi dresses, boxy shirts, bra tops, tiny shorts and languid suits — all in solid pinks, yellows, oranges, greens, blues and lavenders with some floral prints mixed in, and styled with a cool-girl ease. The men's looks, made up of layered, lightweight button-downs and knits, loose shorts, trousers and cargo pants and crisp jackets, had a softness about them. Every look told its own brilliant color story, thanks in large part to the brand's signature quirky accessories: A straw bag with a yellow handle paired with a hot-pink gown; a pink bucket hat and matching sandals with a blue floral-print top; a yellow messenger bag over an orange pullover; a lime-green oversized straw hat held in a model's hand, accenting an oversized button-down with an allover desert scene print; and a single bright-yellow statement earring worn with a hot-pink blazer with a bright-green leather accessory poking out of the chest pocket are just a few examples. The brightly colored footwear was on point as well, from the delicate strappy heeled sandals for women to the more substantial slides for men.
Those bags and hats of course ranged in size from almost-too-small-to-see to almost-too-big-to-hold. Both, and everything in between, will continue to serve the designer, who clearly has a knack for visuals and branding.
See every look from the Jacquemus Spring 2020 collection in the gallery below.