We know and love Simon Jacquemus for his constant big summer energy, play with colour blocking, and fun campaigns which seem to never lack inspiration. The latter, has been once again proven by the French brand with the release of its new Le Splash campaign, featuring music It boy, Bad Bunny.
The reggaeton singer who has dominated the music industry in his relatively young career, fronts the new campaign, which sees Bad Bunny poolside in Miami clad in looks from Jacquemus' new collections. He poses in a lime green suit with a hose, in a baby pink mini dress with pastel blue heels, Pooh Bear-ing in a hot pink vest on a jet ski, and in mens board shorts.
The campaign, lensed by Tom Kneller and Zoey Radford Scott, feature Bad Bunny roller skating, lounging by the pool with water wings on, jet skiing, and riding a bike – it's all about the activities for Jacquemus this summer.
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Since his surge to fame, Bad Bunny has become somewhat of an icon of binary-defying fashion with his affinity for painted nails, pleated midi skirts, and many other non traditional ensembles on stage in the past. These choices, however, have not come without criticism. As the queer hosts of music podcast Only Stans noted, “People tend to celebrate these queer aesthetics from a very decidedly heterosexual male as opposed to celebrating the queer people who originate them and live these sort of ideals in their day-to-day lives.”
The rapper has since spoken to Allure on his fluid personal style and the importance of noting that people have been doing what he has for years, if not decades, before him. "Because people before me have done what I do, breaking rules and pushing boundaries...But maybe I got here at the right time," said the star. "With the right force...everything aligned."