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Jacquemus London flagship10 Images
Simon Porte Jacquemus might be synonymous with the lavender fields, sandy beaches, and blistering sunshine of the South of France, but he’s got a soft spot for the moody skies and rough-around-the-edges charm of London, too. The Paris-based designer first visited in his late teens and was hooked on the British capital’s hustle and bustle from the get-go – so much so that he’s made it the latest destination of his global takeover, as the first Jacquemus store throws open its doors on Bond Street.
The love is reciprocated. Britain has always gone hard for Jacquemus’ playful, Provençal designs – from miniscule Chiquito bags, to unmatching geometric shoes, to his slinky slips and throw-on silk shirts, fans just can’t get enough. The UK is also one of the label’s strongest markets, despite the fact the sun rarely, if ever comes out. From sell-out early collections at Dover Street Market, to this big milestone, for Simon, it felt like it was always heading here.
Beyond keeping his stans happy, there’s also Simon’s deep-rooted love for British style icons. He’s been obsessed with Princess Diana his whole life, wheeling out a moodboard covering in photographs of the late monarch’s most memorable moments and signposting it as the inspiration behind his SS24 collection, which was showcased at Versailles. And he’s obsessed with bestie Dua Lipa, who he struck up a friendship with a couple of years ago – the singer has been coming to just about all of his shows ever since.
As for the store itself, after installing giant toasters and ice cream sundaes in the windows of other global outposts, he’s stripping it back in London with a comfy bed, but leaning into a bunch of kitschy ideas that feel incredibly British. First is the pop-up tea room, which will surely be all over your Instagram feed in a matter of hours – not only can you gulp down a pot in-store, you can also take away your own box of Jacquemus-branded tea bags.And then there’s a playful take on the tabloid rag, complete with cheeky headline that speaks to Jacquemus’s ‘new house’ and plays on a Chanel-shaped rumour that has been swirling around the internet for months.
Ahead of the grand unveiling of the new boutique, we caught up with Simon to hear more about his early memories of London, landing on Bond Street, and his love of Bean.
Tell me about your first time in London, what did you do?
Simon Porte Jacquemus: The first time I came to London was when I was about 18 to see The Libertines. I didn’t have much money but I spent so much time in the vintage stores trying to find clothes. London is still amazing for vintage!
You’ve opened a bunch of stores this year – from Capri to New York. Why was London next on the list?
Simon Porte Jacquemus: It was kind of an organic move. London has always been such a strong market for us, Selfridges buy is so big, and I remember the first time we got a collection in Dover Street Market it sold out in just a few weeks. Adrian Joffe was like ‘Wow!’ Our menswear is also super popular in London. And I love the city, so it made sense.
“The first time I came to London was when I was about 18 to see The Libertines” – Simon Porte Jacquemus
How did you bring the store to life, and what’s its vibe?
Simon Porte Jacquemus: It took more than a year, and I fell in love with the space because it has these very beautiful Art Deco stairs and ceiling. It was a gallery, and I don’t know, there was just something really special about it. And of course, I mean it’s a great location on a street known for luxury fashion.
With the interior, we wanted to bring a bit of the Med to London, so it’s quite cosy with lots of Mediterranean furniture, a touch of the Provençal. A bit of sun in England. On first glance, I don’t think it looks like a fashion store – there’s a bed in the window for a bit of fun and irony, but we didn’t want to make it too ‘pop’ so there’s no toaster [like in the Paris store window] or anything like that.
Upstairs, we’ve got a tea pop-up and there’s going to be a very British Jacquemus tabloid newspaper given out on opening weekend. The headline is ‘Jacquemus has a new house’ to play with a rumour that has been going around.
That’s so fun! Are there going to be any London exclusives?
Simon Porte Jacquemus: Yes! We’ve made some merch – I love merch. There’s a t-shirt and some other pieces, and we’re excited because there’s also gonna be Jacquemus tea bags.
Who is the ultimate British Jacquemus girl?
Simon Porte Jacquemus: Oh that’s hard. First it’s Dua. She’s my friend and I love her! Oh my god. Victoria Beckham. And Renée Zellweger as Bridget [Jones].
Where’s your favourite place in London?
Simon Porte Jacquemus: I’ve hung out in East London for years, so I love the flower market [on Columbia Road]. And Hackney, because it has so many amazing galleries and vintage stores.
“I’d start by bringing the country back into Europe and turn Brexit around. I want us all to be united. But I’m the King not the Prime Minister so it will be hard” – Simon Porte Jacquemus on what he would do as King of England for the day
Who would you most love to have over for dinner? British edition!
Simon Porte Jacquemus: Diana Spencer, of course. She’s been an inspiration to me my whole life. And Mr Bean (laughs) Can you imagine? We tried to get him to come to the store opening. I will cry again if I speak about this. I would die.
What’s your favourite element of British style, and your worst?
Simon Porte Jacquemus: I love that 80s kind of Range Rover style. The worst thing is being a snob.
What would you do if you were King of England for the day?
Simon Porte Jacquemus: I’d start by bringing the country back into Europe and turn Brexit around. I want us all to be united. But I’m the King not the Prime Minister so it will be hard (laughs). But honestly, I just want to do something iconic enough to get me a small part in a series of The Crown in the future. I want my five minutes of fame in there!
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Jacquemus London flagship10 Images
Simon Porte Jacquemus might be synonymous with the lavender fields, sandy beaches, and blistering sunshine of the South of France, but he’s got a soft spot for the moody skies and rough-around-the-edges charm of London, too. The Paris-based designer first visited in his late teens and was hooked on the British capital’s hustle and bustle from the get-go – so much so that he’s made it the latest destination of his global takeover, as the first Jacquemus store throws open its doors on Bond Street.
The love is reciprocated. Britain has always gone hard for Jacquemus’ playful, Provençal designs – from miniscule Chiquito bags, to unmatching geometric shoes, to his slinky slips and throw-on silk shirts, fans just can’t get enough. The UK is also one of the label’s strongest markets, despite the fact the sun rarely, if ever comes out. From sell-out early collections at Dover Street Market, to this big milestone, for Simon, it felt like it was always heading here.
Beyond keeping his stans happy, there’s also Simon’s deep-rooted love for British style icons. He’s been obsessed with Princess Diana his whole life, wheeling out a moodboard covering in photographs of the late monarch’s most memorable moments and signposting it as the inspiration behind his SS24 collection, which was showcased at Versailles. And he’s obsessed with bestie Dua Lipa, who he struck up a friendship with a couple of years ago – the singer has been coming to just about all of his shows ever since.
As for the store itself, after installing giant toasters and ice cream sundaes in the windows of other global outposts, he’s stripping it back in London with a comfy bed, but leaning into a bunch of kitschy ideas that feel incredibly British. First is the pop-up tea room, which will surely be all over your Instagram feed in a matter of hours – not only can you gulp down a pot in-store, you can also take away your own box of Jacquemus-branded tea bags.And then there’s a playful take on the tabloid rag, complete with cheeky headline that speaks to Jacquemus’s ‘new house’ and plays on a Chanel-shaped rumour that has been swirling around the internet for months.
Ahead of the grand unveiling of the new boutique, we caught up with Simon to hear more about his early memories of London, landing on Bond Street, and his love of Bean.
Tell me about your first time in London, what did you do?
Simon Porte Jacquemus: The first time I came to London was when I was about 18 to see The Libertines. I didn’t have much money but I spent so much time in the vintage stores trying to find clothes. London is still amazing for vintage!
You’ve opened a bunch of stores this year – from Capri to New York. Why was London next on the list?
Simon Porte Jacquemus: It was kind of an organic move. London has always been such a strong market for us, Selfridges buy is so big, and I remember the first time we got a collection in Dover Street Market it sold out in just a few weeks. Adrian Joffe was like ‘Wow!’ Our menswear is also super popular in London. And I love the city, so it made sense.
“The first time I came to London was when I was about 18 to see The Libertines” – Simon Porte Jacquemus
How did you bring the store to life, and what’s its vibe?
Simon Porte Jacquemus: It took more than a year, and I fell in love with the space because it has these very beautiful Art Deco stairs and ceiling. It was a gallery, and I don’t know, there was just something really special about it. And of course, I mean it’s a great location on a street known for luxury fashion.
With the interior, we wanted to bring a bit of the Med to London, so it’s quite cosy with lots of Mediterranean furniture, a touch of the Provençal. A bit of sun in England. On first glance, I don’t think it looks like a fashion store – there’s a bed in the window for a bit of fun and irony, but we didn’t want to make it too ‘pop’ so there’s no toaster [like in the Paris store window] or anything like that.
Upstairs, we’ve got a tea pop-up and there’s going to be a very British Jacquemus tabloid newspaper given out on opening weekend. The headline is ‘Jacquemus has a new house’ to play with a rumour that has been going around.
That’s so fun! Are there going to be any London exclusives?
Simon Porte Jacquemus: Yes! We’ve made some merch – I love merch. There’s a t-shirt and some other pieces, and we’re excited because there’s also gonna be Jacquemus tea bags.
Who is the ultimate British Jacquemus girl?
Simon Porte Jacquemus: Oh that’s hard. First it’s Dua. She’s my friend and I love her! Oh my god. Victoria Beckham. And Renée Zellweger as Bridget [Jones].
Where’s your favourite place in London?
Simon Porte Jacquemus: I’ve hung out in East London for years, so I love the flower market [on Columbia Road]. And Hackney, because it has so many amazing galleries and vintage stores.
“I’d start by bringing the country back into Europe and turn Brexit around. I want us all to be united. But I’m the King not the Prime Minister so it will be hard” – Simon Porte Jacquemus on what he would do as King of England for the day
Who would you most love to have over for dinner? British edition!
Simon Porte Jacquemus: Diana Spencer, of course. She’s been an inspiration to me my whole life. And Mr Bean (laughs) Can you imagine? We tried to get him to come to the store opening. I will cry again if I speak about this. I would die.
What’s your favourite element of British style, and your worst?
Simon Porte Jacquemus: I love that 80s kind of Range Rover style. The worst thing is being a snob.
What would you do if you were King of England for the day?
Simon Porte Jacquemus: I’d start by bringing the country back into Europe and turn Brexit around. I want us all to be united. But I’m the King not the Prime Minister so it will be hard (laughs). But honestly, I just want to do something iconic enough to get me a small part in a series of The Crown in the future. I want my five minutes of fame in there!
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