The Jacquemus way: advertising done right
It’s no secret Jacquemus has captured all our hearts. With clean and elegant designs, Simone Porte Jacquemus, designer and founder, is able to convey the classic feel of timeless French fashion with modernity, adding a fun twist in all his creations.
But the brand would be much less renowned and appreciated if it wasn’t for their exceptional advertising.
Funny, colorful and impactful, their campaigns are sure to capture the attention of people casually walking by. Whether it be during the holiday season, on occasion of the launch of a new collection or to celebrate important events, the brand never misses with their witty photos that always tell a story.
The agency responsible for this is Yoann et Marco, a communication agency founded in 2019 by Simone’s husband, Marco Maestri and his brother, Yoann.
Their first job was for the brand’s FW 19/20 collection, “an ode to the 90’s” a fun and eclectic campaign that shoots models from absurd angles, emphasizing clothes and accessories.
There are some elements that make the campaigns so effective, that have proved to work over time: the spontaneity and the legendariness of the characters is one. The models never lack personality, in one way or the other, their expressions and manners are never dull or predictable. This proves for the perfect prop for playful campaigns, in which each person is having fun and is able to transmit that to all of us watchers.
A second crucial element is the ability to tell a story. A Jacquemus campaign is always perfectly thought out, and able to walk us through a short, yet engaging and amusing story. Think of the campaign for the Olympic games of 2024: how fun to see models do sports in fancy eveningwear in unusual places (who would sky in a corn field?).
The saturated colors and the high contrasts of photos and videos let the clothes be the main characters of any image. This comes as no surprise: colors are at the heart of the brand’s identity, along with clever and unusual tailoring.
The backgrounds of the photos of the campaign play a central role in the storytelling, letting the clothes shine or playing with them to enhance them.
The advertising would be incomplete if it wasn’t for a genius marketing strategy, intended to wow the public and put the brand in people’s mouth. Boots around cities during Fashion Month, enormous Il Bambinou bags strolling around Paris: to impress is to be talked about, and Jacquemus surely knows how to do it.
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