Jacquemus Announces A Summertime Runway Show, Titled ‘L’Amour’

Simon Porte Jacquemus’s fashion shows are always quite close to his heart, taking place in sentimental locations like Marseilles (where he grew up) or using models nearest and dearest to him (which means everyone from Laetitia Casta to his young cousin). For his spring 2021 show, the designer might be getting his sweetest yet, with a collection titled L’Amour.

The combined womenswear and menswear collection will be presented on July 16th, adhering to the brand’s timing on the menswear calendar. The event will host only a few guests, in keeping with safety measures around the COVID-19 pandemic, and take place “in a secret location near Paris, towards the end of the day.” As such, he is the rare Parisian designer to commit to holding a live event this summer, joining only Balmain’s Olivier Rousteing, who hosted a couture celebration on the Seine last weekend. Much of the IRL fashion will take place in Milan. What to expect from Jacquemus’s physical event? A magic hour sunset and wistfully romantic clothing seems likely, plus some of Jacquemus’s friends and collaborators on the runway.