Jacquemus and Apple: the partnership continues

French designer Simon Porte Jacquemus continues his collaboration with Apple. After a fashion show filmed entirely on iPhone, he unveils an original promotional video captured with the same tool.

A surreal setting by Jacquemus

Entitled Just a normal day atJacquemus, this short video plunges viewers into a fantasized vision of the brand’s workshops. The sequence features absurd, visually captivating situations: slices of bread toasted with an iron, a banana-peeling stand populated by kittens, an explosion of popcorn, and a seamstress engulfed by rolls of fabric.

Simon Porte Jacquemus describes this project as “a dream come true”, underlining the importance of this first campaign carried out in direct partnership with Apple.

The iPhone, a creative tool at the heart of the campaign

While the fashion show filmed with the iPhone highlighted the slow-motion function, this new campaign focuses on the device’s Zoom tool. However, the brand specifies the use of additional software and equipment to fine-tune the production.

An opening onto the American market

This partnership with Apple is part of Jacquemus’ wider expansion strategy in the United States. For the past three years, the brand has been collaborating with Nike on capsule collections. Last October, it inaugurated its first own boutique in New York, a key milestone in its international development.

In fact, Simon Porte Jacquemus has expressed interest in a strategic investor who could help accelerate his global expansion, particularly in Asia and Europe. With nearly 34 million followers on Instagram, and a prestigious partner like Apple, the designer seems more ready than ever to conquer new markets.

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