Jacquemus to Hold Summer Runway Show Near Paris

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Simon Porte Jacquemus announced today that he will be presenting his Spring/Summer 2021 collection for his namesake brand with a physical runway next week. Titled L’Amour, the collection will show at the end of the day on July 16 at an undisclosed, secluded location “near Paris.” Keeping the coronavirus at top of mind, safety precautions and social distancing regulations will be met with a limited amount of guests attending. Foregoing fashion’s digital alternative to the global pandemic, Jacquemus is one of few labels moving forward in the traditional, physical layout, despite the fact that the designer released a series of campaigns captured remotely during quarantine.

Featuring both men’s and womenswear, the show will be presented apart from Paris Fashion Week men’s, which is to be held virtually from July 9 to 13. In an attempt to lighten the load on his team while simultaneously reducing the brand’s environmental impact, Jacquemus hosted his first coed presentation at his 10th anniversary show last year in the lavender fields of Provence, France. Needless to say, the collection went viral.

The designer took to social media to explain, “A year ago, we decided to slow down our cycle by showing womenswear and menswear together in January and June. This allows us to reduce the number of shows, mutualize fabrics for menswear and womenswear and slow the pace for my team and partners.” He added, “More than a creative choice, it’s a sustainable model we believe in and that works for us.”

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