If there's one designer that's made luxury fashion feel fun again, it's Jacquemus.

 

 

You know those impossibly tiny handbags that seemed to take over Instagram a few years ago? Yep... that was Jacquemus. And while they sparked plenty of "What can you actually fit in there?" conversations, they also introduced the world to a French brand that doesn't take itself too seriously.

 

And honestly? That's one of the reasons I love it.

 

It all started with one young designer...

 

Jacquemus isn't a fashion house that's been around for 100 years. It was started in 2009 by Simon Porte Jacquemus, who was just 19 years old.

 

The name "Jacquemus" actually comes from his mother's maiden name, and the brand has always been deeply personal. Simon has often spoken about how much his mother inspired him, and you can feel that emotion running through the collections.

 

This isn't fashion designed by committee. It feels like fashion designed by someone with a story to tell.

 

Sunshine, holidays and the South of France

 

One of my favourite things about Jacquemus is that you can almost feel where the inspiration comes from.

Warm sunshine. Golden wheat fields. Fresh lemons. Long lunches. Simple white dresses.

 

Everything has this relaxed Mediterranean feeling that somehow makes you want to book a holiday before you've even finished looking at the collection.

 

It's effortless without looking boring.

 

The little bag that changed everything

 

Let's talk about Le Chiquito.

 

The tiny bag that had everyone asking...

 

"Is that even practical?"

 

Probably not.

 

But that wasn't really the point.

 

It was playful.

 

Different.

 

Unexpected.

 

And suddenly everyone wanted one.

 

That's something Jacquemus does brilliantly. It reminds us that fashion is supposed to be enjoyable.

 

Why I love Jacquemus

 

For me, Jacquemus is proof that luxury doesn't always have to feel serious or intimidating.

 

Yes, the craftsmanship is beautiful. Yes, the quality is exceptional. But there's also personality. The bags have character. The shoes feel modern without trying too hard. The collections always seem to make me smile. And I think that's quite rare in luxury fashion.

 

The Authentic New Edit

 

At Authentic New, I'm always drawn to brands that feel genuine rather than simply fashionable.

 

Jacquemus is one of those brands.

 

It's modern, beautifully made and unmistakably French, but it never feels like it's trying too hard to impress anyone.

 

Sometimes luxury is about heritage.

 

Sometimes it's about craftsmanship.

 

And sometimes it's simply about wearing something that makes you feel good.

I think Jacquemus does all three.