Thanks to Jacquemus, PFW now stands for Provence Fashion Week


The South of France and its Provence are known for having breathtaking landscapes and beaches – until now. The endless lavender fields are now known for holding the highly-anticipated, and instantly iconic, Jacquemus SS20 show. 

For the house’s 10 year anniversary, Jacquemus took the fashion world’s breath away with the perfect summer escape; blue skies, lavender fields and a hot-pink catwalk – and thankfully Grazia was there to discover his Spring Summer 2020 Collection. 

Simon Porte Jacquemus aimed to put his roots at the very center of his collection – originally from a small southern town, he wanted everyone to know where he grew up and where he gets his inspiration. After all, he’s always made it very clear that the only muse he’ll ever have is the South of France.

Called ‘Le Coup De Soleil’ (which translates to ‘sunburn’ – no doubt appropriate given the summer heat), the unisex collection’s palette is bursting with pastel colors with sprinklings of eye-catching, vibrant hues. We expected nothing less than to be mesmerised by his beautiful creations, which naturally melted into the breathtaking scenery. Judging from his collection, this season we can expect to see gingham patterns making their big comeback, along with pearls, oversized blazers, vibrant pink and peachy ombré’s, even smaller bags and, of course, straw hats – summer’s must-have accessory. Jacquemus refreshes us with more intense silhouettes season after season, and he sure knows how to celebrate the summer sun and beauty in all its forms. Summer can officially begin.

Celebrities also made it to the unusual runway location, from Bruna Marquezine to Instagram-queen Emily Ratajkowksi. As soon as the show ended, everyone rushed to congratulate the designer “Everyone is congratulating me, I feel like I just got married”, he told Grazia, with a huge smile on his face. There may not have been a wedding, but we’re definitely committed to Jacquemus’ creations –  Jacquemus is a name we won’t soon forget about and, judging by overheard conversations stating he’s the most talented of his generation, we doubt anyone else will either.

Photos: Instagram

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