The Jacquemus SS17 campaign is a love letter to Provence

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PHENOMENAL FASHION

The Jacquemus SS17 campaign is a love letter to Provence

“Woman with wheat”, “Woman with bread”, “Woman with bundles”, “Woman with vases” : meet the four incarnations of the Jacquemus SS17 campaign, shot by David Luraschi.

Remember the Jacquemus Spring-Summer 2017 collection? The Parisian prodigy sent models down the runway dressed in traditional Provence-inspired costumes, complete with heavy drapery, flowy materials, beaten-up leather sandals and large straw hats. A moment of pure sunlight during the Paris collections… and now, for his SS17 campaign, the designers references the “santons”, those traditional painted clay figurines from the South of France representing different aspects of rural life. We love Simon Porte Jacquemus’s sense of detail, right down to the “Jacquemus” signature in the clay stand supporting model Rose Vanbosstraeten in the campaign pictures by David Luraschi. In these idealized images of Provence life, Rose is turned into a “Woman with wheat”, “Woman with bread”, “Woman with bundles” and “Woman with vases,” four elegantly simple silhouettes in natural materials and tones. A much-needed throwback to simpler times, with only just a hint of nostalgia, and a definite evolution in the Jacquemus style.

 

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