Le Jardin is a set of artistic fragments, made by French designer Simon Porte Jacquemus, that will born during summer of 2020 in Port-Miou. For the occasion Jacquemus will collaborate with French artisans in the creation of statues for a temporary park. Le Jardin wants to be interpreted as a tangible testimony of Simon’s artistic heritage, in his South of France, and the focus of it is to give further space and a different media to presenting his art, as well as increasing its brand awareness. The aim of the project is to bring consumers into a new dimension and made them feel part of the whole brand experience on a superior level, deeper and more intimistic.
«I create stories and clothes for freedom» Simon said, and this is one of the many forces of the brand. He is a storyteller, season after season he tells new stories to his followers who love to be carried away by his poetry. With a genuine and sincere tone of voice he talks to people who possess same values and interests as him. In ten years he create his own tribe. People who animate the Jacquemus’ tribe identify themselves with the values transmitted by the brand and feel an integral part of the production process. That’s why a project like Le Jardin exists, to allow them to live the Jacquemus’ experience in a deeper and more intimistic way.
Le Jardin will be the set for presenting homonymous Jacquemus’ Spring Summer collection for 2021, giving to the park a huge popularity and letting people that will discover it, the opportunity of living they’re own Jacquemus’ dream. Earlier this year Simon confided to Hypebeast, that wanted to return to the earthy Jacquemus. “I am going to end this Mediterranean phase”. That’s why the choose of the location could sound strange, but since Le Jardin will born in the summer and since Marseille is one of the top ten most visited cities in France, this choice is more based on logistic reasons than artistic ones. Differences between the collection and the location could instead open new unexpected scenarios.
Le Jardin will have two boutiques, one in Port- Miou close to the park, and another one in Marseille, more easily accessible. The boutiques will sell three exclusive different collections: Le Jardin Objets, Le Jardin Collection and Jacquemus DĂŠcor. The three collections will be sold just in these two places, to make the customer experience even more unique. Le Jardin Objets consist in a line of daily products. Le Jardin is the main collection that will be presented with a fashion show in Port-Miou: soon after the show, selected pieces will be sell in the boutiques and for a few weeks at Galeries Lafayette Champs-Elysees, marking the first see now buy now strategy of the brand. Jacquemus DĂŠcor is a teaser collection - that will be later sell worldwide the year after - that will includes pieces of interior design, furnishing accessories and decorative objects.
Airbnb will be the main sponsor of the project. Founded in late 2007, in more than ten years it became an affirmated reality for the sector, and today is a highly successful brand with a company valuation at $30 billion. From simple houses rent, the site now offers also the possibility of discover exclusive experiences all over the world, with concerts, explorations and travels. Its latest project is a special collaboration with the most famous museum of the world, the Louvre. With more than 50 millions of people using the platform every year, this partnership will allow to Jacquemus to gain visibility worldwide, as well as to contribute to affirm Simon’s guy-next-door brand value’s status. Airbnb will offer three exclusive experiences: Guided tour of Le Jardin, Discover artisans of Provence and Tour of Calanque de Port-Miou.
Jacquemus DÊcor will be the mark of the brand’s entry into the design sector. The pieces presented in the boutiques of Le Jardin, will be a teaser for the main line that will be presented during Paris Fashion Week the year after, before being sold worldwide.
Mattia Dagani Rio 2019