Jacquemus presents the Le Valérie bag with Charlotte Le Bon as its face, a new silhouette shaped through Simon Porte Jacquemus’ childhood in the South of France and named in tribute to his late mother. The design forms part of the growing Le Paysan collection and reflects the designer’s early experiences with rural life.
BAGS
Le Valérie draws from 1930s handbag forms, using structured geometry and a sculptural ring closure that recalls the Bambola bag. The shape reflects Jacquemus’ signature approach to proportion, with clean construction and strong lines. The ring detail adds a curved accent that connects Le Valérie to earlier shapes in the house’s archive while allowing the silhouette to stand on its own. The design appears in multiple sizes and materials, including calf leather, suede and goatskin, depending on the model.
Jacquemus offers the bag in two sizes, Le Petit Valérie and Le Valérie. Each model uses a magnetic jewel clasp and comes in a selection of four to six colors, with the exact palette depending on the store presentation. The brand expands the release through a market-themed installation that continues the concept first introduced at the opening of the Los Angeles flagship in April. Crates filled with real fruit and vegetables line the space and support a range of charms shaped like carrots, cherries, garlic, bananas, lemons, donkeys and hammers. Customers attach these charms to their bags and create a personal detail with each purchase. A craftsman embosses initials on site for those who buy a Valérie bag.
The designer shared his perspective on the release: “I believe it’s thanks to my mother that I’ve always kept this childlike gaze. When I see a woman in the street, or when I watch a woman walk, there’s something that fascinates me, and always will. I wanted to speak about that feeling, that way I look at this femininity with the same wide-eyed wonder I still carry today. Thank you for making me love women so deeply.”
Charlotte Le Bon fronts the new campaign, presenting Le Valérie through a series of playful scenes. The actress, director and artist uses her background in comedy and performance to bring the character of Valérie to life. She appears in short films where she applies lipstick, reacts to small everyday mishaps or moves through quick, humorous gestures. Jacquemus described the campaign as “a nod to my mother’s spirit,” explaining that humor and lightness shaped the overall tone. Le Bon also appears as part of a wider in-store installation on Avenue Montaigne in Paris, where the bag received a dedicated presentation.
Jacquemus will continue the presentation of Le Valérie with upcoming announcements in Seoul and Busan on November 19 at Lotte and Shinsegae department stores, as well as in Dubai at the Dubai Mall. The global rollout supports the growing reach of the Le Paysan collection while placing Le Valérie at the centre of the brand’s new seasonal chapter.
