It’s a fashion brand celebrating its 10th anniversary.

Its founder turned the “Think Different” but with good taste and creativity into a success.

Discreet and irreverent, the brand does not follow the usual fashion script and it’s one of the freshest in the industry.

It’s niche but it has 1.1 million followers on Instagram.

The brand shows outside the Paris calendar and it loves the South of France.

Simplicity with an eccentric touch. And stunning locations.

This time the catwalk was a lavender field. The daughter of Inès de la Fressange walked the show among others.

The spirit was light and uplifting. Being outdoor on a sunny day helped a lot to shine a light on a simple side of fashion: no fuss, lots of fun and warm atmosphere.

Jacquemus seems to be a free spirit injecting lots of sparkle and glow in a business that can be tough and ferocious.

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