Jacquemus SS20 Menswear Collection - 10th Anniversary - Lavender Field

The 10th Anniversary for the 29-year-old Simon Porte Jacquemus’ eponymous label, “Le Coup de Soleil” – French word for “Sunburn” – was hosted in a lavender field just miles away from where he grew up in the south of France. In a field blooming with row upon row of brilliantly-hued lavender, 153 models made their way down a mile-long hot pink runway in pieces that have come to epitomize his aesthetic. 

He has been a breathe of fresh air in an industry that sometimes take itself just a little too seriously. “I wanted it to like a David Hockney painting or christ’s installation through the fields,” he said in an interview. “A painting within a painting, in a field. Provinçal Pop!”

Simon opted for delicate pastel shades, including  soft yellows, pinks, oranges, blues and greens, and eye-popping floral prints and sheer detailing. He also played with the utility trend by pairing high-waisted cargo pants with a deep-v maxi top and a straw bag.

For the event, front row guest Emily Ratajkowski opted for a low-cut, burnt-orange mini dress from the designers’ Fall 2019 collection, white strappy sandals and one of Jacquemus’ trademark mini bags.

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Emily Ratajkowski photographed by Arnold Jerocki

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