Jacquemus, its fashion show filmed entirely on iPhone

For its return to Paris Fashion Week, Jacquemus innovates by unveiling an original scenography: a catwalk show captured exclusively on iPhone.

On January 26, 2025, Simon Porte Jacquemus will mark its return to the official Paris Fashion Week calendar, after several years’ absence. Entitled La Croisière, its new Autumn-Winter 2025/2026 collection will be presented in an emblematic location in the 16th arrondissement of Paris: a building designed in the 1930s by architect Auguste Perret. This setting, with its reinforced concrete and play of light, perfectly matches the designer’s minimalist, poetic aesthetic.

A technological and poetic setting

What makes this fashion show unique is the exclusive use of iPhones to capture the event. Jacquemus announced on Instagram a show “naturally integrated into the decor” thanks to some fifteen iPhones spread throughout the space. A short video, showing an articulated arm filming a dress on a couture bust, has already got followers excited. The designer teased with an intriguing promise: “Oh, and more to come”.

Jacquemus returns to the spotlight at Fashion Week

Jacquemus last appeared in an official Fashion Week setting in January 2020 for menswear and March 2019 for womenswear. Since then, the brand had freed itself from traditional calendars for independent presentations. This return promises to be a major event, highlighting the designer’s ability to reinvent the codes of luxury.

An international strategy

With announcements in English on its social networks, Jacquemus confirms its ambition to conquer a global audience. This iPhone-filmed fashion show, blending technology and fashion, could also symbolize a strategic turning point in the world of collection presentations.

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