Simon Porte Jacquemus Unveils Store in London
Despite the typical English chill, hundreds of customers gathered outside fashion brand Jacquemus’ inaugural London store at 33 New Bond Street. The crowd was eager to see Simon Porte Jacquemus, the brand’s founder, perform the opening ceremonial ribbon-cutting. The enthusiastic first customer lined up as early as 5 a.m. on the opening day, and the venue was bustling with customers trying on merchandise within minutes of its opening.
The store, spanning four floors, has been leased from the Richard Green Art Gallery. It encompasses a menswear floor and an exclusive VIP salon with a private elevator and entrance designed for high-end clients and celebrities. The original neoclassical facade of this building was redesigned by George Saumarez Smith at Adam Architecture, featuring a sculpted relief by Alexander Stoddart. It is surrounded by neighbors such as Fendi, Chloé, Sotheby’s, and Pomellato.
To maintain the building’s historical significance and design integrity, Jacquemus employed the OMA agency, run by Dutch architect Rem Koolhaas, for interior works. The store’s furnishings and books have been selected by American photographer Bruce Davidson, painter Robert Motherwell, and artist Samantha McEwen. In addition, displays of his art collection, including works by Wolfgang Tillmans, George Braque, Henri Fantin-Latour, and Waldemar Grzimek, are also a part of the store décor.
The store’s ambiance is characterized by its light, airy aesthetic, complemented by the placement of handbags beside pieces of fruit, a bed displayed in the window, and the overall color scheme of ivory and butter yellow. Jacquemus happily admitted that the store’s sofas and artwork directly reflect his home.
No stranger to expansion, the brand has recently opened boutiques in Saint-Tropez, Courchevel, Dubai, and New York. It is currently raising funds for the next phase of store openings planned for 2025 and 2026. With a reported revenue of 270 million euros in 2023, the brand is noted as a solid performer.
Following the departure of Bastien Daguzan last December, Jacquemus has been handling the responsibilities of both creative director and CEO. However, the search for a CEO replacement is ongoing. “I’m looking for someone entrepreneurial that’s not scared to have new ideas and that leads by creativity in this position. This business needs to be led by creative business [people]. We need to think new and apply a new recipe for a brand like Jacquemus,” the designer stated.
