BEHIND THE STITCH: ALANI
June 21, 2024
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French fashion designer Simon Porte Jacquemus is set to unveil his Spring/Summer 2025 collection in an intimate show at the former apartment of renowned architect Auguste Perret during Paris Fashion Week. Departing from his signature large-scale productions, this exclusive event will host just 45 guests, allowing for a close-up experience of the new designs. To extend this intimate atmosphere to his global audience, Jacquemus plans to film the entire presentation using iPhones strategically placed throughout the apartment, a nod to the brand’s early days of engaging with followers through iPhone photography.
The decision to utilize iPhones for capturing the show aligns with Jacquemus’s history of leveraging smartphone technology to connect with his audience. By positioning 17 iPhones around the venue, the brand aims to provide unique perspectives and a sense of immediacy, allowing online viewers to experience the collection as if they were present. This innovative approach also highlights the fusion of fashion and technology, exemplifying how modern tools can enhance storytelling in the fashion industry.
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This isn’t the first time Jacquemus has chosen a distinctive location for his runway shows. In June 2024, to celebrate the brand’s 15th anniversary, he staged what was dubbed “The Impossible Show” at Casa Malaparte in Capri, Italy. The event was marked by its exclusivity and the logistical challenges of hosting a fashion show at such a remote and iconic location, accessible only by boat. The success of that show demonstrated Jacquemus’s commitment to creating memorable and unique fashion experiences.
By choosing Auguste Perret’s former apartment for the upcoming show, Jacquemus continues to pay homage to architectural significance, integrating the aesthetic of the venue with the presentation of his collection. This approach not only underscores the designer’s appreciation for historical and cultural contexts but also enhances the narrative of his fashion line, creating a cohesive and immersive experience for both attendees and online viewers.
