French fashion label Jacquemus announced on Instagram that it will be showing its spring/summer 2021 collection in a runway show titled L’Amour. This will be the second and last show by the brand this year. In 2019, founder and designer Simon Porte Jacquemus revealed his intention to hold only two shows a year—one in January and another in June—featuring both menswear and womenswear. This is also part of his effort towards a more sustainable manner of producing fashion.
Previously, the designer held shows in locations such as Marseilles (his hometown) and enlisted models whom he had a special connection with, such as Laetitia Casta and his cousin. So we can definitely expect the designer’s spring/summer 2021 show to be sentimental and romantic, like the collection’s title.
The runway show will host fewer guests this year, compared to previous years, keeping in line with safety measures in light of the pandemic. It’s also reported that the show will take place in an undisclosed location in Paris, and timed closer towards the end of the day. Jacquemus is the second Parisian designer to hold a live event this summer, after Balmain‘s Olivier Rousteing who hosted a couture celebration on the Seine last weekend.
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