Simon Porte Jacquemus is known for staging his shows in extraordinary locations all over the world. After putting on a so-called “impossible show” last season at the legendary Casa Malaparte in Capri, the designer announced he’d be returning to Paris and the official Paris Fashion Week calendar. But Jacquemus’s spring 2025 show will not be your standard runway fare; instead the designer will be taking over an apartment that belonged to the French architect Auguste Perret.
“I’m used to very big shows with big locations, but I’m obsessed with this flat,” he explained on a recent phone call, describing the stunning 360 views of Paris that characterize the location. “It is going to be a very small show with just 45 guests. I wanted it to be almost like a presentation, they will feel the dresses on them as the models walk by.”
But then, how to convey this same feeling of intimacy to his fans around the world—and make sure that his 7 million followers on Instagram feel included too? Enter the iPhone. “Jacquemus, the brand, was built on an iPhone. If you think of my early days: sharing pictures of my showroom, my best friend, my shows. I was taking pictures with my iPhone and it was a very easy way to interact with my audience; so I came up with this idea of just filming the show with iPhones and no humans.”
