The ‘What If’ Magic of Jacquemus

The first thing that made me smile about Jacquemus’s new collection wasn’t the sequins or the turquoise—it was the tie fastened in the back. It’s a perfect example of how the brand masterfully plays with (and breaks) the rules.

The 'What If' Magic of Jacquemus
The high-pitched squeal I let out when I saw the recap of Jacquemus’s latest show… it’s a genuine reaction. Whether it’s a social media campaign or the newest collection, this brand’s creative universe has a singular effect: it makes you s

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