Gigi Hadid took center stage in Jacquemus’ latest advertising push, the French fashion house leveraging the supermodel to foreground its newest line. The campaign material were rolled out across the brand’s social channels, giving fans a glimpse into a world where fashion and fantasy collide. Hadid’s presence was a deft blend of high glamour and accessible ease, a reflection of Jacquemus’ contemporary luxury aesthetic and its knack for turning everyday moments into cinematic fashion statements.
The campaign imagery features Hadid in several striking scenes. In one, the model lounges within a round bathtub filled with abundant foam, set against a forest backdrop that enhances the sense of whimsy and escape. Her hair is left damp, and makeup is intentionally minimal, emphasizing a raw, natural glow that contrasts with the boldness of the wardrobe. In other frames, Hadid experiments with more formal silhouettes, trying on ornate ball gowns and vibrant mini dresses that showcase Jacquemus’ signature mix of drama and playfulness. The juxtaposition of forest solitude with couture styling creates a narrative that feels both adventurous and refined.
At the end of June, Hadid joined as a guest model on the catwalk for Jacquemus’ latest collection, a moment that underscored the collaboration between the model and the brand. The show unveiled looks that played with the idea of naked dressings and airy, snow-white tops, pushing the envelope of minimalism and sensuality. Set in the historic grounds of Versailles, the presentation drew on themes of balletcore and Marie Antoinette’s era, offering garments that ranged from sheer lace to tutu-inspired skirts and calf-length pieces featuring sheer mesh. The setting and styling worked in concert to transport audiences to a courtly fantasy framed through a modern lens.
Designer Simon Porte Jacquemus intentionally wove references to Diana, Princess of Wales, into the collection. The result was a dialogue between past iconography and present-day fashion, with pieces echoing the sapphire tones of a treasured necklace and the charm of a classic black polka dot dress. The collection thus balanced homage with contemporary design, inviting viewers to reinterpret historical silhouettes through the brand’s bold, contemporary vocabulary.
Before the show, a moment of anticipation surrounded Hadid’s appearance as a focal point of the campaign’s narrative, with glimpses of backstage preparation and the candid mood of the team. The imagery and styling speak to Jacquemus’ ongoing tendency to fuse storytelling with fashion, crafting a world where texture, color, and silhouette converge in a single, captivating frame. The collaboration with Hadid reinforces Jacquemus’ identity as a house that champions strong, modern women who can carry complex looks with ease and confidence. The result is a campaign that not only showcases garments but also communicates a mood—a blend of audacity, elegance, and a touch of whimsy that resonates with audiences across North America and beyond.