Jacquemus and Apple Team Up Again
Imagine a chic fashion atelier teeming with models, stylists, and designers who are painstakingly creating a new collection. Doesn’t it sound glamorous? Now picture the bustle and controlled chaos of Jacquemus’ @jacquemus creative environment captured on camera with an iPhone. With its cheeky slogan, “Just a Normal Day at Jacquemus Ateliers,” the brand’s most recent ad with Apple is exactly that. There’s nothing normal about it, spoiler alert.
The campaign, which is a continuation of the Jacquemus x Apple partnership that began in January, provides a close-up, exuberant glimpse into the company’s Paris headquarters. Why not use an iPhone to capture the spirit of French fashion? This one-minute film, which made its grand debut on Instagram, smartly combines the art of couture with state-of-the-art technology.
A Fashion Film with a Tech Twist
Shot entirely on an iPhone, the campaign showcases the everyday hustle of the Jacquemus atelier. Designers drape fabric, models glide through fittings, and somewhere in the background, an intern is probably steaming a $3,000 coat with the intensity of someone defusing a bomb.
Through its collaboration with Apple, Jacquemus proves that modern fashion storytelling isn’t just about staged glamour—it’s about capturing real moments in real time. And let’s be honest, if an iPhone is good enough for Jacquemus, maybe it’s time for all of us to stop blaming our cameras for bad selfies.
The Collection You Can Shop Immediately
Of course, this campaign isn’t just about pretty visuals—it’s also a slick way to introduce Jacquemus’ La Croisière Spring 2025 collection, which (in true fashion-forward style) was available for purchase immediately after the show. No six-month waiting game here—just instant gratification, much like ordering a cappuccino at a Parisian café (minus the attitude from the waiter).
Key pieces from the collection include:
- A black blazer with a halter neckline, perfect for when you want to look powerful but also show off your collarbones.
- A draped ecru dress, because effortless chic is the Jacquemus way of life.
- A linen suit, making a case for breathable luxury.
- Slouchy knits with a touch of shimmer, for those who like their cozy with a side of sparkle.
This see-now, buy-now approach makes sense for a brand like Jacquemus, which thrives on spontaneity, modernity, and the ability to crash Instagram with a single post.
Why This Collaboration Works
Apple and Jacquemus may appear to be an odd combination on paper. One focuses on fanciful, sun-drenched clothes, and the other has a cult following for minimalist technology. Nevertheless, their collaboration makes great sense. Sleek design, inventiveness, and the kind of appeal that compels people to sign up for waitlists are the hallmarks of both brands.
By using iPhone cinematography, Jacquemus is not only following but also creating new digital trends. This ad demonstrates that luxury need not be scary or overproduced. It can be spontaneous, funny, and recorded using the same gadget you use to text your ex at two in the morning.
Final Thoughts: The Future of Fashion Storytelling
Fashion films are changing, and Jacquemus is at the heart of this trend, if this campaign is any guide. The message is obvious: accessibility and creativity can coexist. Through iPhone videography, Instagram takeovers, and rapid shopping, Jacquemus is demonstrating that innovation and aesthetics are equally important in the future of fashion.
The next time you find yourself browsing through a flawlessly captured Instagram behind-the-scenes video, keep in mind that Simon Porte Jacquemus is using an iPhone and a dream to effortlessly make high fashion look effortless somewhere in Paris.
