Jacquemus 'Le Valérie' 2025 Ad Campaign

Review of Jacquemus ‘Le Valérie’ 2025 Ad Campaign with Photographer Mark S. Rosie with model Charlotte Le Bon

Jacquemus has long woven autobiography into brand storytelling, but his campaign for Le Valérie—a new bag named in honor of his mother—feels like one of his most personal expressions to date. Rather than relying on grand gestures, the campaign leans into the intimacy of memory. Shot by Mark S. Rosie and styled by Oumayma Ben Tanfous, the visuals unfold as if seen through the quiet, observant eyes of a child watching his mother drift through her day. There is a softness to every frame: sunlight slipping across a table, a half-smile, a fleeting gesture.

Charlotte Le Bon embodies this maternal aura with ease, balancing elegance with playfulness. Her movements carry the same warmth and unpretentious beauty that Simon Porte Jacquemus has often credited to his mother’s influence—turning the campaign into more than imagery; but almost a memory.

The integration of art references, including pieces by Georges Braque, deepens the emotional resonance. These elements anchor the campaign in a visual language of nostalgia, abstraction, and sentimental clarity.

What makes Le Valérie feel so distinct is its emotional authorship. The bag is not just a product launch; it is a tribute. By inviting the audience into this tender space—into the personal mythologies that shaped him—Jacquemus reminds us why his work feels so human. The campaign is light, cinematic, and poetic, yet grounded in an unmistakable sincerity: a designer honoring the woman who inspired his world.