Jacquemus has revealed the brand’s first ambassador, and it’s a surprise

No one can surprise and warm my heart quite like Jacquemus. It is a key word in my fashion vocabulary, my wardrobe, and even my home interior. Quite literally, Simon could sell me anything, from a bag to sunglasses, socks, and coffee table books. Ever since he announced that he would reveal the name of his very first brand ambassador this week, I have been obsessively checking his page. I had all kinds of ideas in mind, from the famous faces he has previously cast in campaigns, such as K-pop stars, Kendall Jenner, and Bad Bunny, to currently global sensations like Connor Storrie from the series Heated Rivalry.

However, the French designer has outsmarted me once again. Namely, the brand’s first ambassador is his grandmother Liline Jacquemus, whom he called “the most special woman in my life.” She appeared in a recent video in which he gifted her his latest bag, named after his late mother Valérie, Liline’s daughter.

 

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Liline Jacquemus is a regular guest at Jacquemus fashion shows, and she made her modeling debut in a brand campaign back in 2020. “Long before Jacquemus even existed, she was a source of inspiration. Her strength, elegance, and authenticity shaped Simon Porte Jacquemus’s vision and continue to define the spirit of Jacquemus. For him, she embodies the ideal Jacquemus woman,” the brand statement reads.

Proud of his rural roots in Provence, Jacquemus named his latest collection Le Paysan. His grandmother, born in 1946, grew up in a farming family in Alleins, a small village in the south of France, where she was raised by a single mother of Italian origin.

Courtesy of Jacquemus

“With this appointment, Simon Porte Jacquemus pays tribute to the women who raised him and to the legacy they passed on to him, celebrating family, memory, and the transmission of values. More than an ambassador, Liline Jacquemus represents the soul of the fashion house and a timeless reminder that Jacquemus is, above all, a story of origins,” the statement adds. The entire story is just an introduction to his next collection, which he will present at the Picasso Museum on Sunday, January 25. We cannot wait for more moving and authentic Jacquemus moments.