The young generation of Paris-based designers, like Demna Gvasalia or Glenn Martens, look towards night life, clubbing and this defiant, booze-fuelled attitude. But Simon Porte Jacquemus‘ namesake label approaches fashion in a different way – rather than seeing hoodies and dilapidated denim, Jacquemus is much more innocent and… happy. And as smily as the Southern French people, contrasting with rushing Parisians. That’s why Simon took his autumn-winter 2016 pieces near his hometown, between Marseille and Avignon, and with help of photographer Theresa Marx, created the e-campaign for his brilliant on-line store. The photographs present arty coats, skirts and knits, all in bold colours and styled in the most unpredictable ways.

“The collection is about reconstruction, when you have a lot of different clothes from a lot of different people, and you put them all together and you create something new. Like an art shirt mixed with a t-shirt. I wanted these images to have something to do with the idea of a washing line. I’ve loved washing lines since my childhood, so I wanted to do something like this.” Washing lines play a significant role in Jacquemus’ campaign this season. Being a boy coming from the South of France, he’s childhood was filled with washing lines everywhere on the streets and gardens… but in Simon’s world, they aren’t cliche.