Jacquemus SS25, La Croisière, sails into elegance with sun-drenched silhouettes, sculptural tailoring, and a campaign shot in Egypt. Designer Simon Porte Jacquemus brings his poetic vision to life—now expanding stateside with a NYC flagship.
A Voyage Through Time and Style
Simon Porte Jacquemus, the visionary behind the eponymous label, has once again captivated the fashion world with his Spring/Summer 2025 collection, “La Croisière.” This season, Jacquemus embarks on a sartorial journey that traverses the rich landscapes of Egypt, seamlessly blending mid-century silhouettes with contemporary flair. The collection, characterized by sculptural dresses, vibrant reds and yellows, and understated accessories like the Cubisto mules, evokes a sense of timeless elegance .jacquemus.comGrazia+1jacquemus.com+1
The Man Behind the Brand
Born in 1990 in Salon-de-Provence, France, Simon Porte Jacquemus founded his label at the age of 19, naming it after his mother’s maiden name. His designs are renowned for their deconstructed, surrealist elements, often reimagining classic French motifs with a modern twist . Jacquemus’s commitment to independence and creative freedom has solidified his status as a leading figure in contemporary fashion.Wikipediabusinessoffashion.com
Jacquemus Lands in the USA
In a significant milestone, Jacquemus opened his first U.S. boutique in Manhattan’s SoHo district at 143 Spring Street.The two-floor townhouse, designed in collaboration with architecture firm OMA, reflects the brand’s minimalist aesthetic and commitment to craftsmanship . This expansion marks a strategic move to establish a stronger presence in the American market.Vogue+2Hypebeast. Driving Culture Forward+2Instagram+
From my vantage point, “La Croisière” is a masterful blend of nostalgia and innovation. The collection’s homage to mid-century fashion, infused with modern sensibilities, offers a fresh perspective that resonates with a global audience.However, the challenge lies in translating this European elegance to the diverse American market. To bridge this gap, I suggest incorporating more versatile pieces that cater to the American lifestyle while maintaining the brand’s distinctive identity.jacquemus.com
As someone who has spent meaningful time in Egypt—including living in Cairo’s storied Manial Palace in 1993—I hold a deep personal connection to this majestic land. Over the years, I’ve returned several times, each visit unfolding a new chapter of wonder. On one unforgettable assignment for Worth Magazine, my creative team and I were mistakenly arrested in a town that sounded like “Chateunef,” due to the political undertones of our feature. After being shuffled between two local prisons, we were eventually released—and served strong Turkish coffee, a staple of Egyptian hospitality. My last visit took me to Luxor, where the luxury menswear label Stefano Ricci hosted what remains the most breathtaking fashion show I’ve ever attended. Against this backdrop, it’s no surprise that Simon Porte Jacquemus chose Egypt for the SS25 campaign of his label, Jacquemus. His artistic eye gravitated toward the timeless elegance of the Nile and the grandeur of the pyramids, bringing a poetic and deeply resonant energy to fashion storytelling.
As Jacquemus continues to evolve, the brand’s foray into the U.S. market presents both opportunities and challenges. By embracing cultural nuances and consumer preferences, Jacquemus can further solidify its position as a global fashion powerhouse. The journey of “La Croisière” is not just a seasonal collection but a testament to the brand’s enduring voyage toward innovation and elegance.
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