Jacquemus Bad Bunny Ad Campaign


'Les Sculptures' Spring 2024 Men's Ad Campaign

Review of Jacquemus ‘Les Sculptures’ Spring 2024 Men’s Ad Campaign by Photographer Théo de Gueltzl with Model Bad Bunny

Jacquemus reunites with Bad Bunny for a Spring 2024 Men’s campaign that positions the brand’s creative output – and the people who wear it – as a work of art. The musician and brand muse was captured by photographer Théo de Gueltzl.

The campaign continues the artful celebration of Jacquemus’ “Les Sculptures” collection, which was presented at southern France’s Fondation Maeght art museum at the end of January, and made available to buy just two weeks later. This campaign highlights the arrival of the collection’s men’s looks, which, though they weren’t as much of the focus as the women’s, were just as playfully sculptural.

Gueltzl’s portraits see Bad Bunny pose outdoors on a series of plinths and pedestals like a sculpture that has been brought to life. The pedestals are worn by time and weather, attesting to sculpture’s status as one of humanity’s most ancient and influential art forms, but the model is, of course, vibrantly alive – a playful and elegant juxtaposition that seems to position Jacquemus as a vanguard creator between art history and cultural contemporaneity.

The campaign marks the latest chapter in the ongoing partnership between Bad Bunny and Jacquemus, who previously teamed for the musician’s lauded look at the 2024 Met Gala. Their first coming together was for the brand’s summery “Le Splash” campaign in 2022.

Jacquemus Creative Director | Simon Porte Jacquemus
Photographer | Théo de Gueltzl
Talent | Bad Bunny

Senior Fashion Writer | The Impression