Jacquemus heads back to its roots for 10th anniversary show

Simon Porte Jacquemus returned to his native Provence region in the South of France to celebrate the 10th anniversary of his Jacquemus ready-to-wear label. Male and female models walked side by side for the first time in this show, staged in the middle of a lavender field, presenting a refined collection, spanning sensuality and elegance, and contrasting with the natural setting of this anniversary presentation, titled "Le Coup de Soleil" (the French term for "sunburn").

The Jacquemus fashion house, founded in 2009, stands out with its confidently minimalist style, often laced with sensuality and inspired by the French fashion designer's native Provence region. It therefore seemed almost entirely natural for Simon Porte Jacquemus to invite the fashion world to discover his latest creations in a lavender field, Monday, June 24, in Valensole in Southern France.

Models -- male and female -- showcased the label's new collection on a bright pink carpet runway laid out among the rows of lavender. The collection came in white and sunny, uplifting colors, perfectly at home in this spectacular setting. There was also a multitude of floral motifs, harmoniously echoing the show's location.



There was, however, a certain contrast between the elegance of the pieces designed for this anniversary show -- such as floaty, lightweight dresses in long and mini styles, blazers, pleated skirts and suits -- and the earthy rusticity of the landscape in which they were presented. That no doubt contributed to the charm of this sun-soaked show.

Whether for men or women, oversize designs ruled in this new collection, putting a laid-back, even nonchalant slant on the most refined of silhouettes. There were also plenty of accessories on show, like large hats, belt bags, baskets, sandals (flat for men, heeled for women) and the iconic Chiquito mini bag -- a Jacquemus signature.