Jacquemus
Brand Identity
Jacquemus is a brand that feels like a sunlit afternoon in the South of France—warm, effortless, and deeply personal. Rooted in the designer’s memories of his mother and hometown, the brand has always embraced a unique balance of youthfulness, minimalism, and nostalgia. It’s a world where fashion is not about excess, but about emotion—rolling in the grass, the scent of fresh lemons, the innocence of childhood.
Soho Boutique
During my visit to the first Jacquemus store in the U.S., located in SoHo, I was struck by how thoughtfully the space embodied the brand’s world. From the soft golden light to the subtle presence of lemons, croissants, and curated artwork, every detail felt like a quiet nod to a slower, more romantic way of living. It was an immersive experience that blurred the lines between fashion, memory, and environment.
The brand’s storytelling has always stood out to me—not through flashy statements, but through subtle charm and emotional depth. There’s a tender, almost cinematic quality to the way Jacquemus approaches fashion, rooted in personal history yet open to interpretation. That emotional resonance became the foundation for my concept: to amplify the poetic details already present in the brand’s DNA, while offering a fresh visual perspective that feels both elevated and emotionally engaging.
By reimagining the brand through a lens of softness, play, and refined minimalism, I aimed to highlight the warmth and honesty behind its visual language—staying true to its origin, while gently pushing its expression forward.
For this rebranding project, I focused on refining and elevating this essence while maintaining the brand’s bold yet playful identity. Instead of reinventing its visual language, I leaned into what makes Jacquemus distinct: its organic connection to French culture, its lighthearted yet sophisticated spirit, and its ability to capture the fleeting beauty of everyday life. Inspired by the brand’s first U.S. store in SoHo—where elements like croissants, lemons, and French paintings took center stage—I introduced hand-drawn illustrations and a color palette derived from Jacquemus’ existing collections. These elements enhance the brand’s storytelling, adding a tactile, artisanal feel that mirrors the designer’s deep-rooted inspirations.
This rebrand reaffirms Jacquemus as more than just a fashion label—it’s a feeling, a place, and a memory. Through carefully considered design decisions, I aimed to create a visual world that feels both elevated and familiar, capturing the essence of a brand that is at once youthful, timeless, and unmistakably French.
