Le Coup de Soleil
Spring Summer 2020 marked the dawn of designer Jacquemus’ first step on his journey to coed fashion shows as well as the French brand’s 10th anniversary. On the occasion, the designer abandoned the hustle and bustle of Parisians streets for the scenic beauties of the lavender fields in the South of France. Complemented by what seemed like a mile long magenta runway, the purple meadows set a picture perfect backdrop for the pastel coloured collection.
“ I wanted it to look like David Hockney painting or a Christo installation through the fields. With lots of prints. A painting within a painting, in a field. Provençal Pop! “ the designer explained. Although , set not far from his hometown in Salon-de-Provence, this collection was not meant to only be about the location but was to serve as an ode to codes of the french brand while paying homage to his muses and supporters.
“It’s about all these women who have inspired me that were not from here, who were overdressed and these guys who wear too many prints, but who still look cool,” he said. Models styled with androgynous looks wore tailored suits & oversized printed and embroidered patterned shirts were seen in unisex styles. A selection of florals were splashed on two piece suits, denim patchwork pants, jackets and skirts. The halter neck mini dresses and tie-dye jersey knit jumpers presented with the floor length maxi dresses and oversized suiting offered a wide variety of options for summer wear. Be it a formal evening, a day of luxurious lounging or an elegant dinner. The palette featured mainly pastels, with ombre techniques and a few hues of sombre oranges and blues. Accessories being one of the brand’s major income generators in the past few seasons of course took centrestage with the designer’s signature straw hats showcased in several colours; bags shaped like biscuit tins, lavender sachets, giant cotton totes and straw bags; as well as Swarovski crystals sprinkled on both male and female bags, earrings , bracelets and hats. The Jacquemus SS20 men & women’s collection is currently available at IL Duomo Novara.