How Jacquemus Became One Of Fashion’s Most Loved Labels | i-D


Come girls, I want to talk to you come, come here. You are all working for me,
for my brand and today I’m here,
it’s another big step you know, I come from nowhere,
I am still here an independent designer in Paris and to be here, it’s so special
under my mother’s name, plus, like people… – I’m going to cry! The South of France has always served
as inspiration for Simon Porte Jacquemus and his brand’s designs. Simon and i-D travelled together to
Brame-Jean, the little town he grew up in to learn about his
idyllic upbringing. Welcome! When I was seven years old, I pulled a linen curtain,
I grabbed a Converse shoe lace, I took a big kitchen knife, I made 8 holes on each side and designed a skirt just like that,
with a Converse shoe lace. A really ugly skirt! My mother wore it,
and came to fetch me. Turns out it suited her.
My grandmother told me. And my mother turned to me and said:
“Well, you’re the best.” I think that’s what’s
been driving me. And since that day I think that’s
what’s helped me. And I think that made me who I am
not to doubt myself. In this industry,
doubting is the worst. – Go on, do it.
– I’ll do it quickly. My parents and all my family
were farmers. I grew up in the middle
of the fields, very simply. Without schedules, without rules. It was really a very free childhood, I could be what I wanted to be. We are at home in the South
[of France], in Brame-Jean, a hamlet in Provence in the 13th. This is the road I’ve done
a thousand times in my life. I ran, I walked, I cried, I danced. I rode, I kissed. I’ve done everything here. I always wanted to leave the South. I’ve always wanted to be a Parisian. I’ve always obsessed about
becoming a Parisian. I would tell myself ‘Wow, I know that if one day
you are known in Paris, you are known all over the world.’ I always had this idea in my head. Arriving like a star in the village. People will think I am
crazy, for sure. I spent my weekends
selling in the market in the South with my grandparents,
selling carrots. So, I always enjoyed selling. When I made my first collection
I thought: ‘If I don’t sell, how am I going
to pay for the second one?’ – He’s a fashion designer.
– Who comes from here. – You are from here?
– Yes, between Mallemort and Charleval. Wait, I’ll pass you on to
Monsieur Simon Porte Jacquemus. Just make sure to brief the girls,
I want them to look happy. I don’t want them to smile too hard,
but to smile at least a little. It’s important for the opening girl
to look happy, so we understand. The last time we said
they had to be happy and in front of the camera
they looked angry. We are at Jacquemus,
and they really have to smile. In the case of Paris,
Paris in general, People in Paris wouldn’t describe
themselves as anything other than a Parisian designer. And I always wanted to say:
French woman, French designer, from the South of France,
from Marseille.. I insist on that, really,
I keep repeating it. When I lost my mother, I understood who I was,
what I wanted to say what I wanted to tell; that my strength was
coming from the South. That hill is more like
a Marcel Pagnol one. My grandmother,
she’s a little towards there, Brame-Jean is next to it,
where I was born. There you have Charleval
and its castle. Behind are my grandparents
and my father. Yes, this is my home. I dont need to say
anything to my mother she is here, with me, otherwise
I would not have done all this. I have a strength in me which is already surreal because I never feel like
I need to talk to her, my mother is part of me. I know my life isn’t normal. Some say to me:
“Simon, you got lucky.” I don’t know. I think it’s just possible,
I’m proof of that. I arrived in Paris with nothing,
I started as a salesman in a shop, I listened to myself,
I worked a lot and, any way, I made it. I made my dream a reality.
I get to live my dream.

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