Review of Jacquemus “Clichés” Ad Campaign by Videographer Jan Vrhovnik
Like many aspects of life, luxury has long been known to carry its own clichés; but it’s rare that brands use these preconceived notions to become part of the conversation. Jacquemus’s Clichés campaign does just that. A brand best known for its elaborate, witty marketing, Jacquemus proves that less can indeed be more. Encompassed in six short clips captured by Jan Vrhovnik, the campaign uses the house’s signature irony to confront its own myths—dismantling them with charm while simultaneously reinforcing the strength of its visual language.
Rather than relying on elaborate staging, the campaign unfolds against a stark white backdrop—an intentional blank canvas that allows each wry detail to land with precision. Each vignette opens with a scroll revealing a popular cliché about the brand, followed by an upbeat, comedic instrumental that punctuates the humor and heightens the reveal. The minimalism sharpens the satire; the simplicity becomes the spectacle.
At its core, the campaign is a dialogue—equal parts conversation and confrontation—with both the Jacquemus consumer and the brand’s critics. “Jacquemus handbags can’t fit more than a toothpick,” and yet, by the end of the clip the model nonchalantly upends her bag to release an avalanche of toothpicks. No grand rebuttal, no script—just a playful retort that turns criticism into comedy, a mere statement that simultaneously silences and amplifies the noise surrounding the brand. In other clips, models deliver a simple, unphased “No” to the myths in question, letting the brand’s confidence speak volumes. Though satirical in tone, Cliches proves different from other campaigns and marketing assets from Jacquemus. Less overtly whimsical than usual, this rendition feels less like a defense and more like a wink; the pared-back yet detailed execution invites the concept itself to take center stage, allowing the humor to punctuate the house’s ongoing narrative of self-awareness.
Ultimately, Clichés captures Jacquemus at its most self-assured. By turning scrutiny into storytelling and humor into high design, Jacquemus chooses to anchor itself deeper into their personal rhythm of satire, bringing life to a stagnant luxury market. It’s a campaign that thrives on contradiction—both minimal and theatrical, self-referential and universal. In distilling the spectacle to its essence, Jacquemus reaffirms its greatest truth: that wit, when wielded with purpose, can be its own form of luxury.
Jacquemus Creative Director | Simon Porte Jacquemus
Videographer | Jan Vrhovnik