If we were to describe Jacquemus in one word, we would undoubtedly say “escapism.” If there is one brand that perfectly encapsulates the free-spirited feeling of summer, it is Jacquemus. With its vibrant color palette, daring silhouettes, unique collaborations, and downright genius marketing, Jacquemus has nailed the formula for virality. While the brand’s ‘Le Chiquito’ and ‘Bambino’ bags have, in a very short time, earned the status of a classic, Jacquemus owes its popularity as much to its intelligent marketing as it does to its products.
For who can forget Jacquemus’ CGI campaign featuring ‘Bambino’ bags cruising through the bustling streets of Paris? Or the campaign with the inflatable CGI ‘Bambimou’ bag? Also, its Winter 2023 campaign? These advertorials live in our heads rent-free because of the content’s surreal yet simple nature. Now, ahead of its 15th-anniversary show, which is set to be staged in Capri, Italy, next week, Jacquemus has created yet another viral moment, this time with a campaign sans CGI.
Yesterday, Jacquemus released a series of campaign videos to announce the opening of a new boutique on the Italian island ahead of its show that will be staged at the iconic Casa Malaparte next week. The videos instantly went viral, taking up some serious real estate on our social feeds. The reason? The campaign perfectly captured the free-spirited yet surrealist feeling associated both with summer and Jacquemus. In the videos, the cast models are captured in simple yet unusual settings. Picture this: a man ironing a shirt, standing on a surfboard in the middle of the ocean. Or a woman on a chairlift holding a tower of Jacquemus boxes. Or a man in blue jeans and a white tank top riding a bicycle wearing 11 Jacuqemus hats. The attention-grabbing video series has created just the kind of buzz the Jacquemus marketing team would have hoped for, declaring, yet again, that they are undoubtedly the best in the business.
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