Fashion

Jacquemus' Latest Viral Muse is Actually One of His First

After launching a largely successful FaceTime campaign during quarantine, Simon Porte Jacquemus has introduced a new viral muse to his brand: his grandmother.
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Image via Instagram/ @Jacquemus

Simon Porte Jacquemus is currently spending his time in quarantine with his family in Southern France, in his hometown of Marseille. While creatives have struggled to produce while in isolation, his eponymous brand used the time as an opportunity to revolutionize seasonal campaign photos using FaceTime. The result was sensational and created viral waves in collaboration with model Bella Hadid on these first-of-their-kind photos.

This week, the designer once again proved to be a master of social media by shooting yet another viral photo series with his most recent muse; his grandmother. Jacquemus, who lost his mother as a child, made his grandmother the newest campaign face of the brand, a woman who has a very important place in his life. His grandmother, whom he photographed with an iPhone, posed in the brand's Spring/Summer 2020 designs. Now if that doesn't provide inspiration for being creative during confinement, we don't know what will.

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