Jacquemus unveils its Spring 2026 collection in Versailles, blending rural roots, haute couture, and a deeply personal narrative.
Simon Porte Jacquemus presented his Spring 2026 collection with a show that merged fashion, personal memory, and rural heritage into an authentic and visually striking format. In an industry that often distances itself from humble beginnings, the French designer reaffirms his identity with a proposal titled ‘Le Paysan‘ (āThe Peasantā), set in one of Franceās most iconic locations: the Palace of Versailles.
Far from seeking conventional glamour, Jacquemus chose the Orangerie of the palace in its rawest stateāunadorned and unpretentiousāas the stage to present a deeply autobiographical collection. This strategic decision not only reinforces the value of authenticity in modern luxury but also strengthens the brandās positioning in a market where personal storytelling plays an increasingly important role in consumer choices.
The collection combines haute couture techniques with silhouettes inspired by agricultural work. Sack dresses, oversized blouses, aprons, fichu collars, and kerchiefs evoke the attire of rural workers from the South of France. These garments, reimagined in noble fabrics such as linen and poplin cotton, are characterised by architectural volumes and generous pleatsāwithout sacrificing the practicality of traditional peasant clothing.
Despite this more restrained approach, the designer did not abandon the sensuality that has defined his label. Chiffon dresses with batwing sleeves and embroidered tulle designs with halter cuts added lightness and movement, striking a balance between the earthiness of the countryside and the delicacy of the runway. In addition, pieces such as an almond-shaped leather jacket and multi-layered skirts introduced a playful, artisanal dimension to the collection.
The line also featured a strong menswear offering, with lapel-less suits in muted tones inspired by the British aristocrats who once visited Provence. Menswear now represents nearly 50% of the brandās direct sales, and this evolution is reflected in a more refined approachāstill true to Jacquemusā accessible spirit.
One of the most emotional moments of the show came with the appearance of a blond child who opened the garden gates for the models, evoking the designerās childhood and his first contact with fashion. As Jacquemus himself has said, his mother was one of his first muses, proudly wearing his earliest creations made from scraps of fabric and shoelaces.
Among the notable guests were Matthew McConaughey and Camila Alves, Aya Nakamura, Emma Roberts, Gillian Anderson, and MartiƱo Rivasāhighlighting the brandās global relevance and growing cultural influence beyond the fashion world.
Jacquemus does not shy away from acknowledging the current challenges facing the industry. Despite his rising popularity and recent partnership with LāOrĆ©al, he admits that being an independent designer in Paris from a working-class background remains a constant struggle. In the context of economic slowdown, he is investing in physical retail, including a new flagship in Miamiās Design District in 2026, along with a more selective approach to wholesale distribution.
The Spring 2026 collection represents not only a creative milestone but also a case study in how a brand can build value and differentiation through authenticity, memory, and a coherent business vision. In an era where emotional content and genuine connection with consumers are key to performance on search engines and social media, Jacquemus stands out as a benchmark for successfully combining storytelling and design with tangible results.
The final message is clear: like farming, fashion demands patience, passion, and, above all, hope.
