What’s in your hand right now? Odds are, it’s an iPhone—the sleek rectangle of glass and metal that’s not just a phone but an extension of our lives. Since its debut in 2007, Apple’s little powerhouse has redefined everything from how we text to how we take photos, earning its place as both a symbol of innovation and luxury. Whether you’re FaceTiming your BFF or shooting an impromptu OOTD, the iPhone has become the ultimate creative tool. And now, fashion darling Jacquemus is taking “Shot on iPhone” to a whole new level.
Simon Porte Jacquemus, the mastermind behind the brand known for its out-of-box runway shows, is teaming up with Apple to film his entire Fall 2025 show on the iPhone 16 Pro Max. Forget fighting for the best angle in the front row; this time, the iPhone is the front row.
Set in the historic Paris apartment of architect Auguste Perret, the show—aptly named ‘La Croisière‘—is eschewing paparazzi, replacing them with 17 strategically placed iPhones capturing every detail in glorious 4K Dolby Vision slow motion. From telephoto close-ups to mirror-reflected shots that add an unexpected layer of poetry, the devices are doing what traditional cameras can’t. “We can place iPhones in places where we usually would not be able to have a camera,” Jacquemus explained. The result? Runway footage unlike any other.
It’s not just a gimmick; it’s a full-circle moment. Jacquemus credits the iPhone for helping build his brand in the early days when he’d snap showroom shots and post them directly to Instagram. Now, the device that helped him connect with his audience is becoming part of the show, integrated into the venue’s setup for an immersive, interactive experience.
With only 45 guests invited to this ultra-intimate affair, the rest of us will get to experience ‘La Croisière’ through the eyes of the iPhone, streamed in all its cinematic glory. It’s the perfect marriage of fashion and tech.
And honestly? We’re here for it.
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