Simon Porte Jacquemus revisits his early memories with the campaign for Le Paysan, extending the story he first introduced at the Orangerie du Château de Versailles last June. The new imagery shifts the focus toward Mont Saint-Michel, where the setting frames the collection through a quieter, more reflective lens. The campaign grounds itself in place and memory, using the landscape to support a narrative shaped by personal history.
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Jacquemus builds the campaign as a direct reference to his upbringing in the South of France. The visuals draw from rural life, where simplicity and routine define daily rhythm. He approaches this reference with clarity, allowing each element to connect with lived experience.
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The concept of “Sunday best” guides the tone of the campaign. Jacquemus links this idea to the ritual of dressing with care, where freshly ironed cotton signals attention and pride. This reference introduces a sense of order and preparation, shaping how the collection appears in motion and at rest.
Family plays a central role in shaping the campaign’s direction. Jacquemus looks toward his grandmother as a key figure, drawing from her presence and influence. He connects her image to the collection’s visual language, aligning her role with the identity of the brand’s most recent ambassador. The campaign integrates material from Jacquemus’s family archives, shaping the styling and mood while placing past and present within the same visual space.
Within this setting, the Le Valérie bag takes a central role. Jacquemus presents it as a defining accessory for the house, positioning it within the campaign’s narrative. Its structured form introduces a clear contrast against the surrounding environment, where the natural setting softens the visual tension.
Le Paysan extends beyond a seasonal release and operates as a reflection of origin. Jacquemus uses the campaign to articulate a point of view shaped by memory, family, and place.
