Simon Porte Jacquemus is a master at creating a sense of escapism with his eponymous label, Jacqeumus. For Spring/Summer 2023, the designer presented the “LE RAPHIA” runway show, giving life to straw that fell from the heavens onto models as they walked in a venue just outside of Paris. Now, this collection is spotlighted in a new campaign, taking to the magical haven of Rio de Janeiro, Brazil.
Captured by the Paris-based photographer Eber Figueira, it is Jacquemus’ menswear that takes center stage in the campaign, pictured here on the beaches of Rio. The campaign has an air of a current TikTok trend, to ironically reference the stark normality and dead-pan nature of a Wes Anderson film, as models are seen wearing some of Jacquemus’ finest tailoring on wet shores — it’s all very mundane, yet still made wonderful with the focus being on the clothes.
Those clothes in question are extensions of what we saw on the runway. A brown blazer echoes the buttercup yellow one we find later on, both of which are used to hang a popped collar on the model’s shoulders. Trousers are loose, contrasting the sharp angles that protrude from the neck, seen again with a black double-breasted blazer and graphic shorts.
The result is somewhere between ’80s power suits and Riviera-chic, the perfect melting pot for a summer spent in Jacquemus. Take a look at the campaign above, and shop a variety of SS23 garments and accessories online now.