After July’s spectacular catwalk show in a wheat field, Jacquemus is center stage once again. As it often does, the French label decided to use its Instagram account, which totals 3 million followers, to build up the hype. And once again, it was mission accomplished. In just a few hours, Jacquemus’s latest post accumulated hundreds of thousands of likes.
To titillate aficionados, the Parisian label’s founder, Simon Porte Jacquemus, has posted an unexpected video on Instagram. It features an automated vending machine which contains, instead of the usual snack bars and crisp packets, a collection of the mini handbags and clutches which have made Jacquemus famous, including the Bambino, Pitchou, and Gadjo, all of them cascading in sequence into the basket to the jingle of hard cash. Without revealing anything further, the label told its followers to get ready “for a surprise next week.”
At the risk of disappointing some of its fans, Jacquemus will not install vending machines around town for handbags and accessories, like for example the pair of glasses also featured in the clip. This is just a teaser for the label's next project or event. As he does so well, Simon Porte Jacquemus is simply stoking up feverish expectations on social media.