Everything about the Spring-Summer’20 show by Jacquemus was scenic and romantic. A bright pink runway amidst countless rows of lavender in Valensole, Southeastern France promised a lot more than just trend spotting. But, that was last year, when it was safer to be outdoors.
This year, with the pandemic changing the definition of normal, a majority of businesses have found a viable refuge in the digital space. For fashion, it means virtual catwalk shows with no audience in physical attendance.
But Simon Porte Jacquemus, French designer and Founder of his eponymous label went another way. For his Spring-Summer 2021 collection L’Amour, he chose to put together a spectacular showcase, by going completely al fresco yet again. And social-distancing was the predominant theme! Over 2.3 million viewers on Instagram clocked in to watch the live streamed show.
The event took place in an idyllic village near Paris. The curvy runway revealed a refreshing set-up right in the middle of a breezy field of golden-brown barley.
The limited number of guests present at the venue were all close friends of the French Maison, and were made to sit strategically at a distance of six feet, with chairs placed in between the tall wheatgrass.
At a closer look at the collection for men and women, the colour choices seemed easy and effortless; classic neutral tones such as whites, beige, yellow, peach, grey and black lead the front.
Female models strutted nimbly wearing slip dresses with diverse necklines; thigh-high slit skirts; Parisian crop tops; high-waist trousers and fitted-jackets paired with shorts.
The brand’s signature Le Chiquito micro-bag that went viral last year (sported by Priyanka Chopra, Kendall Jenner and Lizzo) made a comeback on the ramp, along with other geometrical and carryall bags.
Male models could be seen fashioning more of asymmetric cuts with trendy patchwork and graphics on their shirts. There were some oversized suit jackets, workwear denim and trousers, polo shirts, comfy shorts and weekender bags too.
L’Amour is now available for pre-orders on their website until July 31, 2020. This is to keep the production cycle more sustainable and in line with the demand.