Jacquemus’ Spring/Summer 2021 Show In a Wheat Field Stays True to his South of France Roots

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In a fashion show that was right on brand, Jacquemus presented his L’Amour SS21 Menswear and Womenswear collection together, as per his new sustainable format, set in the beautiful spectacle of a wheat field.

If you follow Jacquemus’ eponymous label you’ll know that the show is of high value to the brands visual identity as well as close to the designers heart due to the many references to his childhood and upbringing in the picturesque south of France.

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"As an idea for this collection, L’Amour began as something different. I imagined people gathered together celebrating love. Alexander Ekman’s choreography of wheat tossed passionately through the air. Emir Kursturica’s film, Time of the Gypsies with its enchanting realism. These scenes of ceremony large and small. But what’s so beautiful about L’Amour is how it can endure—sometimes even grow stronger—in the absence of people being together. Not long after my team was separated from each other, we were all in our homes feeling the desire to work, and a new vision of the collection emerged. We became a human chain, every step of the creative process executed with love. In fact, every decision I make concerning JACQUEMUS is motivated first by love and common sense. It’s why we shifted to a more sustainable rhythm last year, with two shows combining menswear and womenswear, held in January and June. This decision ended up saving us this season, since we had received all our fabric orders ahead of the confinement. Deciding to go ahead with our usual collection schedule and with a show is at the heart of our visual identity, our commercial strategy. With this smaller collection, presented mainly to our family and friends, we bring our interior worlds out into the open, interpreting the humble fabrics and objects we live with that have their own poems to tell. Within the home, L’Amour reveals itself in small wonders. Separate but collectively, we realized that the home is a place of endless inspiration. These impressions are what I wanted to recreate in this setting today, where we have been fully sensitive to the circumstances. My team has put in an enormous effort these last few months, and I am so grateful that we arrived here, that we are gathered together in the end. For me, it is important for people to see that a true celebration of L’Amour is universal." Simon

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As the world is still easing out of quarantine measures, a number of notable designers have opted out of putting on real life runway shows.

jacquemus spring summer 2021

However, due to the runway show being an integral element of Jacquemus’ commercial strategy he went ahead with the show and I’m not mad that he did.

Adhering to social distancing standards and COVID19 safety measures, the show attendees were reduced to 100 guests.

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The womenswear collection featured embellished skirts that matched the tones of the surrounding wheat field, a new skirt design which deconstructs the waist as well as relaxed, skin baring, a-symmetric shirts in a sharp yet romantic proposal for summer attire.

south of france

Whilst the menswear collection boasted artistically patterned breezy shirts and suits with Jacquemus’ favoured relaxed silhouette – adorned with fluttering cut out hearts perfectly suited for a collection titled L’amour.

Watch the show here:

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