Designer Simon Porte Jacquemus has unveiled a bold new project set against a mountain backdrop. The imprint released photographs on social media, signaling a move into alpine luxury with the kind of artistic bravado that defines the brand. The exact details remain under wraps, but the mood is unmistakably adventurous, blending fashion with landscape in a way that invites curiosity and discussion across fashion circles and media alike.
In the winter season, the Jacquemus label outlined plans to establish flagship boutiques high in the mountains. The project promises more than a store—think curated recreation zones, branded ski runs, and a panoramic hotel that frames the collection in a resort-like experience. While the precise site has not been confirmed, widespread speculation among followers points toward a location in Courchevel, a resort town famed for its alpine chic and exclusive ambience.
Jacquemus has a track record of staging eye-catching campaigns that summon celebrities and create memorable moments. In the summer, the brand opened a first-of-its-kind beach concept in Saint-Tropez, complete with yellow-striped loungers, parasols, and decorative surfboards that echo the label’s playful aesthetic. The boutique event showcased garments and accessories from the latest collection, inviting visitors to step into a lifestyle that fuses fashion with seaside leisure and a hint of theater.
Earlier in the season, the brand presented a new collection in a setting that underscored its theatrical ambitions. The runway was mounted at the Château de Versailles, with the look leaning into balletcore and influences from Marie Antoinette-era styling. Models wore an array of nude-toned lace pieces, from delicate tops and tutu skirts to lace knee socks, all paired with silhouettes that emphasize movement and grace. The atmosphere combined historical grandeur with contemporary tailoring, characteristic of Jacquemus songs-and-dances approach to fashion storytelling.
Beyond the clothing, the label has teased other imaginative directions, including moments when items are stored or presented in unexpected ways. A recurring theme has been the playful reimagining of the product experience, nudging customers to rethink how bags and accessories are displayed, stored, and worn. Such staging reinforces Jacquemus’s identity as a brand that treats fashion release events as theatrical experiences rather than mere product drops.
In its broader arc, Jacquemus continues to blend fashion, travel, and lifestyle, creating a coherent narrative that resonates with a global audience. The mountain project, the beach concept, and the Versailles collection all sit within a single voice that champions fearless styling, luminous fabrics, and a sense of carefree luxury. The brand’s approach favors bold color stories, sculptural shapes, and a sense of play that appeals to both trend followers and fashion connoisseurs who value design as an art form. As the mountain project unfolds, observers anticipate how the space will integrate hospitality, retail, and outdoor recreation, offering a holistic brand experience that invites visitors to live the Jacquemus vision from sunrise to twilight.