With Couture Week coming to a close, in our socially-distanced world, fashion shows on video have become the norm. But not for Jacquemus designer Simon Porte Jacquemus, who has just announced the cult brand is planning a real life runway show for Spring Summer 2021.
The 'L'AMOUR' collection is scheduled to show in an intimate reception in Paris, on July 16.
For now the location is secret. And in keeping with coronavirus restrictions, just a few guests will be invited. But if it follows the lead of previous Jacquemis shows, L'AMOUR's social media impact will be real.
Jacquemus announced the collection on Instagram - teasing some accessories we didn't know we needed 'til then. (A leather plate harness, for picnics perhaps; cute key rings.) If they're anything to go by, the L'AMOUR show's vibe looks to be wholesome.
The SS 21 show will encompass menswear and womenswear but align with the menswear schedule, as part of Jacquemus's resolution to slow things down with fewer collections.
"A year ago we decided to slow down our cycle by showing womenswear and menswear together in January and June," Jacquemus explained in the announcement via Instagram.
"This allows us to reduce the number of shows, mutualise fabrics for menswear and womenswear and slower the pace for my team and partners. More than a creative choice, it’s a sustainable model we believe in and that works for us."
View this post on Instagram
You can watch the show live, at 8pm Paris time, here.
Then take your mind on with holiday with Jacquemus's travel guide for your next European vacation.
Image: Jacquemus's SS 20 show in Provence, France, via Instagram @Jacquemus.