Jacquemus’ new campaign transforms Pamela Anderson, Brandon Thomas Lee and Dylan Jagger Lee into the protagonists of an everyday story where fashion, humour and family blend effortlessly.
In an industry shaped by carefully constructed and highly aspirational campaigns, Jacquemus once again proves that emotion and authenticity can also become a form of visual luxury. The French maison has unveiled ‘A Day With Pamela and Her Sons’, a new campaign starring Pamela Anderson alongside her sons, Brandon Thomas Lee and Dylan Jagger Lee, transforming fleeting domestic moments into a narrative that feels warm, deeply human and unexpectedly sophisticated.
Rather than creating a distant or untouchable fantasy, the maison led by Simon Porte Jacquemus embraces scenes that feel spontaneous and slightly chaotic, capturing the rhythms of everyday family life. The campaign unfolds almost like a visual diary: rushing to get ready before a ceremony, playful disagreements over the car radio, messy breakfasts, shared laughter and small moments of affection that turn the ordinary into something quietly cinematic.
One of the campaign’s most talked-about moments shows Pamela Anderson teasing her son Brandon after he promises to have “just one bite” of cake, only to finish the entire dessert. A simple but strangely relatable scene that perfectly captures the imperfect, spontaneous family dynamic running through the imagery.
The campaign also acts as a natural showcase for standout pieces from the ‘Le Paysan’ collection alongside new silhouettes from the Spring/Summer 2026 season. Crisp white poplin dresses, fluid skirts and relaxed separates appear seamlessly integrated into domestic settings, avoiding any sense of over-styled perfection.
Among the most recognisable designs are La Robe Paysan and La Jupe Agave, pieces that perfectly embody Jacquemus’ aesthetic obsession with relaxed, Mediterranean and seemingly effortless femininity. The campaign also introduces new suede versions of the Le Valérie bag, reimagined in earthy terracotta tones and soft green shades that echo the collection’s organic colour palette.
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