Every collection is a new story for Simon Porte Jacquemus, the designer behind Paris’ favourite label – Jacquemus. This collection, however, is different from all. The Jacquemus girl used to be a cheerful Frenchie from Marseilles, wearing over-sized tops and striped pantaloons. This season, this girl is not that smiley anymore.  In the dreamlike theatre that Simone prepared, the whole mood felt rather melancholic, and very poetic. The whole “performance” felt kind of psychodramatic, as a young child (the designer’s cousin, Jean) pushed a large, red ball of fabric across the stage, and Jacquemus himself appeared, leading a white horse. Then, the models came out, wearing signature, very-Jacquemus colour-block dresses and shape-deconstructing coats.

“We know me for my smile and my sunshine and my (love of the) seaside,” Jacquemus said, reflecting on his fashion that we know from the past seasons. Also, he admitted that the atmosphere of this season was different. “The girl was not dark, she was quite fresh – but you can see a little tiny bit, I tried to have this kind of sadness.” The name of the collection, Le Nez Rouge, means the red nose – but also, it reminded Simon about his childhood illness that caused his nose to be constantly red. Childhood memories and the whole idea of naive is from the very beginning present in Jacquemus’ career, and this show had it too. As the designer is just 25, won the second LVMH Prize Award and has more and more buyers in his Parisian showroom each season, it seems that the pressure is pretty high for him – but, Jacquemus just won’t entirely grow up. Even though this collection is much more mature than the humour accompanying the last season’s collection.