The 2010s: The Tale of Jacquemus

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Believe it or not – I can’t! – but we’re heading towards a new millenium. So, how do you choose the most important collections, designers and labels of the decade? The ones that made an actual impact in the 2010s? Well, it’s not an easy task. It all began in September 2009 with New York’s spring-summer 2010 shows and ended when the autumn-winter 2019 haute couture shows wrapped in Paris. Few thousands of shows, by the way. There will be 19 posts (that’s really the only possible minimum!) reminding about the best – and if not the best, then strongly influencing – moments in fashion.

France, sun, love. Jacquemus.

The tale of Jacquemus is one of the most inspiring and joyful stories of 2010’s fashion. A boy from the South of France made the entire industry lose its mind for XXL straw hats, hilariously small bags, cheerful polka-dots and dresses that mentally transport you to the beach in any season. Simon Porte Jacquemus started from scratch, staging his first fashion show in a public swimming pool in Paris. With every season, his style got refined and the collections expanded at an organic pace. From the spectacular La Santons de Provence show, which was all about the designer’s love for his sun-drenched home, to the spring-summer 2020 line-up staged in the middle of a Provençal field, every collection Jacquemus delivers keeps on getting better. From all the emerging labels that took off in the 2010s, Jacquemus is the biggest star!

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Collage by Edward Kanarecki.

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