Jacquemus SS20 review

“I wanted something very poetic,” says Simon Porte Jacquemus. He is standing on the runway in a lavender field in Valensole, one of the parts of Provence known for its idyllic scenes where the purple flowers grow plentiful. It's a few miles from his childhood home, and his latest collection celebrates a milestone: the 10th anniversary of his eponymous label.

Called “Le Coup De Soleil,” it's the French word for “sunburn,” and the summer sun certainly provided extremely warm temperatures to give attendees and models one or two. Luckily, the show invite was a travel-sized tube of suntan lotion. Jacquemus only presented his first menswear show last season—opting for the sandy shores of Marseilles—but the sentimentality and emotion behind this collection certainly shown through in the clothes.