Jacquemus’s 10th Anniversary Show Burns Bright

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.

The scenic venue played a large part in creating this fantasy, and Jacquemus’s designs lived up to the hype. For women, there were a series of long slip dresses in sorbet colors, maxis in gingham and florals, Aloha shirts paired with dégradé pleated skirts, and enlarged blazers in a soft color palette. The menswear followed the same vein in terms of colors and silhouettes, with the addition of baggy jeans and cropped cargo pants. There were also a number of bucket hats and the designer’s signature oversized sunhats to shield from the glare of the daylight.

Indeed, the collection looked ideal for an oceanfront vacation, which seemed a little out of place—considering how Valensole is hilly and landlocked. Then again, both environments require ample amounts of sunscreen.