Simon Porte Jacquemus revisits his earliest memories with the campaign for The villagerexpanding on the story he first presented at the Orangerie du Château de Versailles last June. The new images shift the focus towards Mont Saint-Michel, where the setting frames the collection through a quieter, more reflective lens. The campaign draws on place and memory, using the landscape to support a narrative shaped by personal history.
Jacquemus builds the campaign as a direct reference to his upbringing in the South of France. The graphics are drawn from rural life, where simplicity and routine set the daily pace. It approaches this reference with clarity, allowing each element to connect to the lived experience.
The idea of ”Sunday best” drives the tone of the campaign. Jacquemus links this idea to the ritual of dressing with care, where freshly ironed cotton signifies care and pride. This reference introduces a sense of order and preparation, shaping how the collection appears in motion and at rest.
Family plays a central role in shaping the direction of the campaign. Jacquemus sees his grandmother as a key figure, drawing on her presence and influence. She connects her image with the visual language of the collection, aligning her role with the identity of the brand’s latest ambassador. The campaign incorporates material from the Jacquemus family archives, shaping the style and mood, while placing past and present in the same visual space.
Within this setting, the Valerie bag takes a central role. Jacquemus presents it as a defining accessory for the home, placing it within the campaign narrative. Its structured form introduces a clear contrast to the environment, where the natural setting softens the visual tension.
Le Paysan extends beyond a seasonal release and acts as a reflection of provenance. Jacquemus uses the campaign to articulate a view shaped by memory, family and place.
