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Jacquemus’ new Le Paysan campaign redefines contemporary luxury by merging fashion, memory and landscape in the south of France.
Jacquemus returns to its origins with the launch of ‘Le Paysan’, a campaign that goes beyond aesthetics to explore deeply personal territory. Under the direction of Simon Porte Jacquemus, the brand revisits the narrative first introduced in Versailles last June and now relocates it to the iconic Mont Saint-Michel, where the setting takes centre stage.
More than a seasonal campaign, Le Paysan is constructed as an intimate story. The designer draws on memories from his childhood in the south of France, evoking a rural life shaped by simplicity, daily rituals and a direct connection to the environment. This perspective is translated into serene imagery, where every element carries emotional meaning.
The concept of “Sunday best” dressing serves as the guiding thread. It is not simply about dressing well, but about intention: carefully chosen garments, freshly pressed cotton and an aesthetic that conveys order, pride and preparation. This approach gives the collection a quiet elegance, where the everyday is elevated into something symbolic.
Family also plays a central role in this narrative. Jacquemus pays tribute to his grandmother, a key figure in his creative universe, by incorporating family archive imagery that adds authenticity and depth. This fusion of past and present strengthens the brand’s identity and its visual language.
Within this context, the Le Valérie bag emerges as a defining piece. Its structured silhouette contrasts with the softness of the landscape, creating a balance between design and nature that encapsulates the essence of the campaign.
With Le Paysan, Jacquemus does more than present a collection — it delivers a statement of intent. The brand reaffirms its vision of contemporary luxury, one that is rooted not in excess, but in emotion, memory and origin.
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