It's been well established that Simon Porte likes to keep us on our toes. After unveiling La Montagne in July, we thought we'd seen all that Jacquemus' hot-hiker menu had on offer. It turns out we were well, wrong. Since Kendall Jenner slipped down a climbing rope and onto our Instagram feed wearing nothing but hot-pink knee length socks, mules and a signature handbag to boot; we couldn't help but sense that something else was stirring on the horizon.
Yesterday we were clued in to exactly what that something was and as with all things Jacquemus, we are eating it up! Lensed by Tom Kneller, Jacquemus introduced us to his Fall/Winter 21 campaign; continuing his vision of La Montagne, albeit at a change of pace. Familial scenes greet us at the foot of sublime Hawaiiann mountains. Local women stand with wind-swept hair, clad in all-black; wearing Jacquemus' crisp blazers, a floor length strapless gown, that delicate-clasped cardigan and tactical pants swirled with zippers. On their feet are black Nike Shox, white Nike sneakers and tonal hiking boots. A lush mossy green landscape cradles them, mirroring a mother as she nuzzles with a child in her arms.
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Another image centres a gang of young boys riding in the back tray of a local truck. Extremely endearing; all of them gaze cooly ahead, chins up, sporting Jacquemus' rectangle sunglasses with their holographic lenses. Brothers in arms walk towards the viewer, joyful and wearing cocoa coloured shorts, linen pants and an oatmeal coloured suit jacket with matching trousers, one pair featuring that same zipper-detailing. Mist froths around the mountain tops as family and friends mingle, kindling wholesome, warm and impeccably styled scenes of island life. Jacquemus is toying with our Moana-girl fantasies and we are playing right into his sandy hands!
Already we can predict that anything containing that delicate, golden "Jacquemus" hardware will be an instant sell-out; like the powder-blue silk skirt to the fluffy black bolero with it's dangerously fine clasp. How do we know this? Because we're frothing at the bit for them ourselves. This may just be our favourite Jacquemus campaign yet.