Jacquemus Spring 2025 Ad Campaign

Review of Jacquemus Spring 2025 Ad Campaign by Jacquemus Creative Director Simon Porte Jacquemus

Fifteen years into its journey, Jacquemus celebrates its evolution with LES 15 ANS, a campaign that looks both backward and forward, distilling the brand’s most beloved silhouettes into a cohesive and contemporary re-edition. The campaign is a testament to Simon Porte Jacquemus’ ability to craft a visual language that is both instantly recognizable and ever-evolving—a dialogue between the past, the present, and the ongoing refinement of the house’s codes.

Set against a minimal yet subtly nostalgic backdrop, the campaign highlights iconic looks from collections such as La Grande Motte, La Bomba, Les Santons de Provence, and Les Sculptures, reimagining them with today’s craftsmanship. The signature Jacquemus aesthetic—architectural precision, playful proportions, and the soft tension between the surreal and the sensual—remains at the heart of every look.

Each frame is treated as a time capsule, honoring the narrative that has shaped the brand. The styling is at once irreverent and precise, whether through exaggerated shoulders (La Veste Épaules Géantes from 2016), the airy movement of La Robe Riviera from 2018, or the body-conscious fluidity of La Robe Castagna from 2024. Meanwhile, the campaign’s still-life compositions turn objects into artifacts—a passport, a vintage flight ticket, and a neatly arranged row of dairy products nod to Jacquemus’ signature wit, injecting a sense of personality and charm into the collection’s retrospective vision.

Beyond its archival revival, LES 15 ANS is a celebration of the Jacquemus woman—one who embodies confidence, sensuality, and a playful spirit. This milestone is not simply about looking back, but about reaffirming what makes the brand unique: an enduring commitment to poetic minimalism, a love of the unexpected, and the belief that fashion should be both beautifully made and deeply felt.

With windows at Saks Fifth Avenue in New York and Galeries Lafayette in Paris dedicated to the collection, LES 15 ANS extends beyond clothing and into a cultural moment—one that reminds us why Jacquemus has remained one of fashion’s most distinctive voices over the last decade and a half.