Jacquemus "Going Bananas for Jon" Ad Campaign

Review of Jacquemus “Going Bananas for Jon” Ad Campaign by Creative Director Simon Porte Jacquemus and Photographer Andrew Jacobs with model Jon Gries

In one of the more delightfully surreal turns of the season, Jacquemus casts Jon Gries—best known for his deadpan intensity as Greg in The White Lotus—as the unexpected face of its Summer 2025 campaign. The result is a clever collision of tone: high fashion meets eccentric leisure, delivered with Jacquemus’s signature wink.

Photographed across a sunlit golf course, the campaign leans into joyful absurdity: Gries poses in banana-yellow tailoring, trims topiary shaped like fruit, and grins beneath a placard that reads “I LOVE BANANAS.” The visuals are playful without tipping into parody—every frame feels considered, absurd but not throwaway. It’s not just a gimmick. It’s Jacquemus doing what it does best: reframing the codes of luxury with a dose of self-aware charm.

The banana motif isn’t incidental—it’s a through-line for the brand, appearing recently in the form of a literal banana car to promote the new LA store. What might have been a visual non sequitur instead becomes part of a broader narrative: one about joy, freedom, and embracing the idiosyncrasies of summer. In that sense, casting Gries is particularly smart. His presence adds an offbeat gravitas—he’s serious, even when the visuals aren’t. That friction is where the magic happens.

Jacquemus’s Summer 2025 campaign doesn’t just sell clothes. It sells a mood—sun-soaked, strange, and self-aware. By pairing old-school character-actor cool with unexpected whimsy, the brand reminds us that luxury doesn’t have to be loud, but it can definitely be funny.