Last month, Jacquemus partnered with Apple to capture the entire ‘La Croisière’ show using an iPhone 16 Pro Max. Sounds a little unconventional? Well, that’s exactly the point. In the fashion world, rule-bending is practically a sport, and Jacquemus knows how to play it with style and a dash of surrealism. After years of delighting audiences with whimsical campaigns, Simon Porte Jacquemus is now offering an inside look at the label’s workshop (or so he wants us to believe). The brand’s newest project—“Just a normal day at Jacquemus ateliers”—claims to show us where all the magic happens. And yes, it arrives with a generous sprinkle of absurdity. But if you’ve ever imagined the Jacquemus atelier, isn’t that exactly what you’d expect?
Imagine strolling into a French atelier and seeing slices of bread being “ironed” to golden perfection, napping cats scattered about, and a coworker’s birthday cake making a cameo while models bustle around being fitted for the brand’s newest pieces. That’s precisely the offbeat charm this short film brings to your Instagram feed. And, yes, every second of it has been snapped on an iPhone 16 Pro Max (with some additional hardware and software wizardry thrown in).
If you’ve been curious about what goes on before those runway-ready looks see the light of day, this campaign offers a fresh glimpse. In between its playful moments, you’ll spot items from Jacquemus’ ‘La Croisière’ Spring 2025 collection with pieces like the ‘Turismo’ bowling bag, the ‘Rond Carré’ clutch, and the double-breasted ‘Fernando’ jacket on full display. Blink and you might miss the design magic in motion, but the phone’s zoom feature ensures you’ll catch every detail, from the precise stitching on a sleeve to the sugar mountain in someone’s teacup.
This collaboration builds on the partnership Jacquemus and Apple kicked off in January when the fashion house used the iPhone’s cinematic slow-motion feature for a live runway broadcast. If that peek behind the curtain intrigued you, consider this campaign a full backstage pass. Jacquemus has clearly found a way to merge its inventive spirit with Apple’s cutting-edge gadgetry, giving fans a modern, tech-powered window into the frenetic (and occasionally bizarre) world of high fashion.
As for Apple? The tech giant has long had a knack for slipping into upscale circles—think Hermès bands for the Apple Watch—yet it’s never felt ostentatious. Now, teaming up with Jacquemus, the brand known for playful runway stunts and irresistible mini-bags, seems like the most natural way to cement Apple’s reputation as the “It girls” go-to. With this partnership, Apple is making a statement: if it’s good enough to film a fashion campaign, it’s good enough to film your everyday content. By combining high-tech capabilities with Jacquemus’ surreal, offbeat aesthetic, this partnership hits the sweet spot where luxury style and everyday technology effortlessly intersect. If you ask us, it’s a brilliant move that pushes both brands further.
ALSO READ: MARC JACOBS’ SPRING/SUMMER 2025 SHOW PAINTED A WHIMSICAL FANTASY IN JUST SIX MINUTES.
