This is a fashion moodboard where I wanted to link the concepts of "fashion", "brand", "identity" & "prêt-à-couture".

 

I chose the french brand Jacquemus, created by Simon Porte Jacquemus in 2009. 

He wanted a brand that offers high-quality clothes with a striking visual impact and a certain status, but with prices that match a modern style brand. That's why we can call it a "prêt-à-couture" brand (a mix between haute couture and prêt-à-porter). An interesting thing is that they have found a great balance of sales between clothing and accessories.

Even though it's a relatively new brand, it quickly made a name for itself in the market. Simon's strong desire to create a brand with a clear story and identity is well-known, and he has showcased this through marketing. Jacquemus truly understand the power of social media and have not only used it but excelled at it. Simon's approach is not traditional, just like his Instagram account: it's both his personal account and the brand account. This combination has created a unique sense of connection with fans or consumers. They can see personal photos of the designer, including childhood memories, along with behind-the-scenes pictures of campaigns. Instagram has become a direct channel of communication between the designer and his audience, fostering a warm and personal relationship. It also aligns with their brand strategy of being accessible and relatable. 

 

In my moodboard I aimed to represent what the brand wants to communicate in campaigns, fashion shows, productions and more: summer, summer and summer. This is strongly tied to the designer's roots in the French Coast.

I tried to show the main colors, which are mostly intense but also complemented with nude, beige, and sand tones. On the other hand, the concept of minimalism used in their stores and garment designs initially came about due to financial constraints, but it later became an integral part of their overall concept, a fact that fascinates me. They also incorporate asymmetries, exotic textures, and more to enhance the consumer's experience.