The Brand Will Take a Victory Lap at the Casa Malaparte, the Iconic Setting of Godard’s Contempt
Jacquemus has revealed plans to celebrate its 15th anniversary with a runway show in Capri.
Fresh off the success of his star-studded Spring 2024 showcase at the Fondation Maeght art museum in the south of France, Simon Porte Jacquemus has his sights on another architectural gem for his forthcoming runway spectacle. Further leaning into his sun-kissed Mediterranean aesthetic, the French designer plans to mark the 15th anniversary of his brand with an exclusive event on June 10th at Casa Malaparte.
This event will mark the inaugural fashion show held at this prestigious location, a decision made by Jacquemus as a homage to one of his beloved films, Contempt by Jean-Luc Godard. The movie famously features Brigitte Bardot sunbathing nude on the rooftop terrace of the distinctive red, arrow-shaped villa built for journalist, writer, and diplomat Curzio Malaparte between 1938 and 1942.
The villa has captivated notable figures in the fashion industry, including Karl Lagerfeld, who spent five days at the site in 1997 capturing a series of Polaroids, later published in book form by Steidl in 1998. Jacquemus even incorporated one of Lagerfeld’s prints of Casa Malaparte on the interior of the suit jackets worn by himself and singer Bad Bunny at the 2023 Met Gala, honoring the Costume Institute’s “Karl Lagerfeld: A Line of Beauty” exhibition.
Casa Malaparte has served as the picturesque backdrop for various campaigns, including Saint Laurent’s spring 2018 film featuring Kate Moss and a 2019 Louis Vuitton perfume advertisement starring Emma Stone. Louis Vuitton also chose the location to unveil its high jewelry collection in 2015.
Renowned for his cinematic runway productions set in picturesque locales like lavender fields or the Palace of Versailles, Jacquemus enjoys a significant presence on social media, owing to his clever and visually striking initiatives. Notably, last year’s viral video showcasing cars resembling Bambino handbags whizzing past the Paris Opera further solidified the brand’s digital-forward and left-of-center marketing approach.