​jacquemus launch an online boutique with editorial flair

The playful French label didn’t want it to feel like any old online shop.

by Charlotte Gush
13 May 2015, 2:46am

Make like the models on Jacquemus's autumn/winter 15 catwalk and paint another face on the side of your own face with joy, as the playfully surreal French brand has opened an online boutique!

"The idea of this online shop is not to look like an online shop," says 25-year-old French designer Simon Porte Jacquemus. And it doesn't; there are no boring product shots against white walls. Instead, a sun drenched editorial shoot taken under blue skies on a French beach shows off the candy coloured and pinstriped spring/summer 15 collection. In "a fashion story where you can buy clothes," even packs of socks are jauntily positioned on the sand.


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