Jacquemus Unveils Its Latest Campaingn "Le Paysan"

JACQUEMUS unveils the new campaign for the “Le Paysan” collection, first presented last June at l’Orangerie du Château de Versailles.

Inspired by Simon’s childhood in the south of France, “Le Paysan” is a love letter to the people who shaped him from his earliest days, to his family’s rural heritage, to the quiet poetry of everyday life, and to his dreams of fashion. Like a fantasy rooted in his own story, this blend of memory and imagination runs through the collection, where humble, history-laden garments are brought back into the spotlight, woven between past and future within the JACQUEMUS universe.

“Le Paysan” draws from deeply personal inspirations: Simon’s family photo albums filled with memories; the way his grandmother would dress to go out; the feeling of freshly ironed cotton on a Sunday.

This campaign retraces that story, once again highlighting the signature bag, “Le Valérie,” a new icon of the house, this time set against the bucolic natural backdrop of Mont Saint-Michel.