Jacquemus Once Again Turns Its Fashion Show Into A Natural Work Of Art

Simon Porte Jacquemus is a designer made for the age of Instagram. From giant hats to tiny purses, his namesake label has been known to start a viral trend or two, but Jacquemus' photo-worthy reputation extends beyond just the pieces he produces. As they say, it's all in the presentation.

And the presentation was indeed all everyone could talk about on Thursday, when the designer took internet fashion fans and a select bunch of in-person guests on a literal journey through the wheat fields of France to show off his "L'Amour" Spring/Summer 2021 collection of both menswear and womenswear. 

Recalling his 10th anniversary show held last year in the blooming lavender fields of Provence,  this season's presentation utilized its natural backdrop as the ultimate complement to the clothes, which themselves were breezy, muted, and almost as organic-feeling as their surroundings. Future summer staples for, hopefully, a much more relaxing time.

"As an idea for this collection, L’Amour began as something different. I imagined people gathered together celebrating love. Alexander Ekman’s choreography of wheat tossed passionately through the air. Emir Kursturica’s film, Time of the Gypsies with its enchanting realism. These scenes of ceremony large and small. But what’s so beautiful about L’Amour is how it can endure—sometimes even grow stronger—in the absence of people being together," the designer wrote on Instagram, where he also shared a stunning aerial view of his winding runway.

"Deciding to go ahead with our usual collection schedule and with a show is at the heart of our visual identity, our commercial strategy," he continued. "With this smaller collection, presented mainly to our family and friends, we bring our interior worlds out into the open, interpreting the humble fabrics and objects we live with that have their own poems to tell. Within the home, L’Amour reveals itself in small wonders. Separate but collectively, we realized that the home is a place of endless inspiration. These impressions are what I wanted to recreate in this setting today, where we have been fully sensitive to the circumstances. My team has put in an enormous effort these last few months, and I am so grateful that we arrived here, that we are gathered together in the end. For me, it is important for people to see that a true celebration of L’Amour is universal."

Click through for a peek at the show (and collection) taking social media by storm.

[Photos via Getty/@jacquemus]