Jacquemus, known for its innovative approach to fashion, has unveiled a new brand ambassador who embodies the label's core values: family, memory, and heritage. This unexpected choice marks a departure from conventional celebrity endorsements, reflecting a thoughtful strategy to connect with a broader audience on a more personal level.
Embracing Authenticity: Jacquemus Redefines Brand Representation
A Groundbreaking Appointment: Liline Jacquemus Steps into the Limelight
For the first time in its more than fifteen-year history, the fashion house Jacquemus has officially welcomed a brand ambassador. Instead of opting for well-known figures like Dua Lipa, Kylie Jenner, or Jennie, designer Simon Porte Jacquemus chose a truly unique muse: his own grandmother, Liline Jacquemus.
Honoring Matriarchal Influence: The Heart of Jacquemus
Simon Porte Jacquemus has consistently acknowledged the profound impact of the women in his life, particularly his late mother, Valérie. He recently paid tribute to her with a poignant campaign featuring actor Charlotte Le Bon. In the announcement photograph, Liline proudly displays the “Le Valérie” bag, a touching homage to her daughter. The brand emphasized the designer's focus on "family, remembrance, and legacy," asserting that Liline Jacquemus embodies the very essence of the Maison and serves as a timeless reminder that Jacquemus is fundamentally a narrative rooted in its origins.
Challenging the Status Quo: A Sweet and Strategic Move
This decision, both delightful and unexpected, stands in stark contrast to the celebrity-obsessed culture prevalent in the fashion world. While star power is a valuable asset that drives many brands to enlist A-list celebrities and emerging talent to represent their interests, Jacquemus is, for a moment, shifting this focus. Although the brand has previously collaborated with high-profile personalities such as Emily Ratajkowski, Gigi Hadid, and Kendall Jenner for runway shows, and even had Jennie close its Fall 2024 collection, this new appointment temporarily re-centers the brand's narrative.
Beyond Celebrity: The Power of Unconventional Choices
While this move is deeply personal and grounds the brand in a relatable, humanistic way, it also demonstrates astute business acumen. Jacquemus understands that surprising brand ambassadors and campaign stars often garner more attention and leave a lasting impression. Just as Pamela Anderson experienced a career resurgence after shedding her previous image for a more authentic one, Jacquemus played a pivotal role in her return to the spotlight by featuring her in a 2022 holiday campaign, notably adorned with a self-referential fluffy hat.
A Legacy of Distinctive Choices: Setting New Industry Standards
Jacquemus is not alone in recognizing the enduring cultural impact of unconventional choices. In 2015, Phoebe Philo famously featured an 80-year-old Joan Didion in a Celine campaign, her recognizable face framed by oversized black sunglasses. Bottega Veneta has also embraced the intellectual appeal of beloved authors, with Zadie Smith appearing in Louise Trotter’s inaugural campaign in May 2025 alongside other esteemed figures. Arguably one of the most memorable campaigns of the past decade came from Jonathan Anderson, who cast 88-year-old Dame Maggie Smith in a Loewe advertisement, depicting the legendary actor enveloped in a vibrant faux fur coat and clutching a Puzzle bag.
Inspiring Connection: Redefining Coolness with Authenticity
An unconventional campaign star or ambassador offers more than just a moment of delightful surprise; it injects a sense of reality and authenticity. Not every customer, or aspiring customer, fits the mold of a model or a burgeoning young actor. People from all walks of life engage with fashion and deserve to see themselves reflected in a brand's image. While designers like Philo and Trotter have broadened this concept by prioritizing individuals whose intellects align with their brand values, Jacquemus elevates it further. By featuring his own grandmother, he not only asserts that coolness is not confined to a rigid definition but also highlights the profound power of genuine sentiment.
