Review of Jacquemus “Guirlande” Holiday 2023 Ad Campaign by Creative Director Simon Porte Jacquemus with Photographer Daniel Arnold and model Jennie Kim
Jacquemus taps K-Pop queen Jennie (of Blackpink) for the second installment of its “Guirlande” Holiday 2023 campaign. The international megastar was lensed by photographer Daniel Arnold.
The first installment of Jacquemus’ Guirlande holiday campaign starred Kendall Jenner and Kendall Jenner’s posterior, but (thankfully in this case) K-Pop contracts prevent their stars from doing anything that could court a semblance of controversy, and thus Jennie’s chapter relies on a real spirit of cozy playfulness, rather than overt sexual objectification.
That playfulness arrives in the form of an adorable squad of canine companions. Dressed in a festive Jacquemus edit that is perfect for both going out to celebrate and staying comfy at home, Jennie chills with dogs big and small, who seem to be her best friends. Across the clever compositions, they get ready together, take selfies, or simply lounge before the Yule log.
Though its trendy aesthetic of sexy-influencer-chic isn’t for everyone, Jacquemus undeniably has one of the best approaches to digital marketing in the game. Much of this success is due to the way the brand releases its campaigns in series, leveraging the formats of Instagram and TikTok while generating hype through a continuous stream of eye-catching and algorithm-friendly content. Though they could have just stopped at the Kendall campaign, this new chapter with an arguably even bigger star expands the impact and creative reach of the campaign while embracing more fully the holiday spirit.
Jacquemus Creative Director | Simon Porte Jacquemus
Photographer | Daniel Arnold
Model | Jennie Kim