French clothing and accessory designer Simon Porte Jacquemus, whose eponymous brand has taken the fashion world by storm, has named his brand’s first ambassador — his grandmother.
The news was announced in a sweet Instagram post shared by the brand’s official page on Friday.
“I’m proud to introduce our very first Jacquemus Brand Ambassador: my grandmother, Liline Jacquemus. Before anything, there was her. The original icon,” read the post.
Liline was born in 1946 and raised in Alleins, a small village in the south of France. “She grew up surrounded by fields, sun, and simplicity, raised by a strong Italian single mother. Before Jacquemus existed, she was already my inspiration. Her strength, her elegance, her authenticity… she shaped the way I see women, and the way I imagine this Maison,” it said.
“We love her, we’re obsessed with her,” said the post, adding some “commitments” of being their ambassador, including adhering to a “full look policy” at all times, the brand having final word over every glam, hair, makeup, silhouette, and styling proposal, and the ambassador attending every show “as if it were a family dinner, front row, without discussion”.
“The ambassador must not be seen, photographed, sketched, remembered, or emotionally associated with any Maison that is not Jacquemus. The ambassador must not pronounce the names of other fashion houses,” read the stipulations, veering into the comical. “The ambassador must not wear any other brand, archive, label, or ‘just something comfortable’; comfort is conceptual. The ambassador must not like other brands’ posts, ever. The ambassador must not use the word ‘brand’ and must instead say ‘family.’ The ambassador must always answer the question ‘Are you exclusive?’ with: ‘Bien sûr!’ [of course]. The ambassador must not remove Jacquemus pieces at home, at night, or in dreams. The ambassador must smile. Always. As we should all do.”
WWD noted that Liline is a regular at Jacquemus shows, and made her modeling debut for the house in 2020. “Long before the brand existed, she was already a source of inspiration. Her strength, elegance and authenticity have shaped Simon Porte Jacquemus’ vision and continue to define the spirit of Jacquemus. For him, she embodies the ultimate Jacquemus woman,” the brand said in a statement shared with the publication.
The brand — you might recognise some of their ludicrously tiny bags — is no stranger to star power and has several celebrities be part of its campaigns and runway shows. Think Gigi Hadid, Kendall Jenner, BLACKPINK’s Jennie and Emily Ratajkowski. But this move has the internet and the fashion world tearing up over how sweet and sentimental it is.
Comments