Jacquemus, a brand synonymous with pushing fashion boundaries, is poised to unveil its “La Croisière” coed collection in a groundbreaking new format. Departing from traditional runway shows, the brand will present its latest designs through a unique lens: the iPhone.
For its upcoming show during Paris Fashion Week, Jacquemus has chosen an unconventional yet evocative setting: a historic Parisian apartment once inhabited by the renowned architect Auguste Perret. This iconic space, offering panoramic views of the city, will serve as the backdrop for an intimate presentation.
In a departure from large-scale events, the show will be a highly exclusive affair, with only a select group of 45 guests in attendance. This focus on intimacy allows for a deeper connection with the collection and the unique environment.
The decision to film the entire show using iPhones marks a significant shift in how fashion is presented. This innovative approach aligns with Jacquemus’s established digital presence and its engagement with audiences through social media. Multiple iPhones, strategically positioned throughout the apartment, will capture the collection from diverse perspectives, creating a dynamic and immersive experience for viewers tuning in remotely.
Utilizing the advanced capabilities of Apple’s iPhone 16 Pro Max, the presentation aims to capture every detail with precision, from the texture of the fabrics to the breathtaking cityscape visible through the apartment windows. This technological approach democratizes access to high fashion, offering a global audience a virtual front-row seat.
This collaboration with Apple underscores the brand’s commitment to innovation and its exploration of new creative avenues. By seamlessly blending technology and storytelling, Jacquemus is setting a new standard for runway presentations. This move is characteristic of the fashion house, known for staging memorable shows in unexpected locations, from lavender fields to seaside settings.
The “La Croisière” presentation is more than just a showcase of clothing; it’s a narrative, an experience, and a glimpse into the future of fashion. By emphasizing the importance of both the message and the medium, Jacquemus is poised to deliver an extraordinary event that redefines the runway experience. The show will be available to view via a delayed stream at 7:30 PM CET.
