The Secret to Jacquemus's Success

Simon Porte Jacquemus has transformed his namesake label into one of fashion’s most sought-after names. In less than a decade, Jacquemus built a brand worth over €200M.

Jacquemus employed unconventional and innovative strategies to gain visibility and create buzz, a key factor in its success as a highly recognizable brand.

As Simon Porte Jacquemus once said, “I only had one rule when I started: I needed to be visible.” In this endeavor, he succeeded remarkably well.

Background & Origins

Simon Porte Jacquemus grew up in the small French town of Salon-de-Provence and founded his label in 2009 at the age of just 19.

Working with her label he also worked in retail at Comme des Garcons for two years, during the founding phase.

The brand quickly gained visibility and recognition.

In 2012, it gained further acclaim when it showcased its collection at Paris Fashion Week, making Simon Porte Jacquemus the youngest designer to ever present at the prestigious event.

Jacquemus bold marketing strategy

"Jacquemus stands as a testament to the power of surrealism in marketing. It allows us to break free from traditional marketing norms and establish strong emotional connections with our audience," says Simon Porte Jacquemus.

Jacquemus excelled at gaining visibility through bold and flashy marketing strategies.

The principle was simple: the more unique and engaging the campaign, the more memorable it would be for the audience.

Jacquemus masterfully used these unconventional methods not only to make the brand recognizable to everyday consumers but also to establish a strong presence within the fashion industry.

In the early days of building his brand, Jacquemus employed bold and unconventional marketing strategies.

One notable example was a guerrilla-style campaign where a group of women, dressed in his designs, stormed a Vogue event holding placards that read, “We want Jacquemus!”

This audacious stunt garnered significant media coverage, effectively raising the brand’s visibility and proving to be a highly successful initiative.

Since the beginning, Jacquemus has continually found unique and captivating ways to build its brand, such as through staged protests, unexpected pop-up events, and distinctive runway shows.