Simon Porte Jacquemus is certainly no stranger to the south of France. The fashion designer hails from the rural town of Mallemort, just an hour or so away from Valensole, where he presented his stellar Spring 2020 collection for men and women—what he called “Le Coup de Soleil” (or “Sunburn”)—among fields of lavender. It was a coming home of sorts for him and his eponymous brand, which is celebrating its 10th anniversary.
In his landmark year, Jacquemus decided to go back to the region (his third time) and present a range of looks in pastel hues that complimented the lush setting. On a vibrant pink train of fabric, the models strutted down a path surrounded by, as attendees noted, the sweet smell of lavender and pollinating bees. It was fortuitous—or perhaps intentional—that this should happen, considering the buzz that the brand has already attracted.