What began as a tiny bag and an enormous hat has grown to become one of the most talked about brands in the industry. Simon Porte Jacquemus started his eponymous label Jacquemus in 2009, designing beautiful womenswear inspired by his roots in the south of France and the beautiful riviera. His label was virtually unknown to the public eye, and only the fashion elite were familiar with his creations – but little did he know that his SS18 show back in 2017 would be the catalyst of something huge.
Introducing the bag that would set Jacquemus on the road to fame, Le Petit Chiquito, crowds were shown a small purse in a range of colors, and the bag became the start of one of the most talked about trends – the tiny bag. It didn’t just generate buzz within the fashion industry, but people across the internet chimed in with their thoughts on the small accessory. “What can you even fit in there?” some asked, and the truth is no one knew, but before we knew it the Petit Chiquito was in the hand of all your favorite celebrities. Kylie Jenner, Kendall Jenner, Hailey Bieber, Kim Kardashian and so many more, the list is long. The Le Petit Chiquito was not just an accessory, it was a movement.
You may also remember the extravagant straw hat shown in the same "La Bomba" collection in 2017, which also became a stand-out piece that put Jacquemus on the map. Rihanna, Jessica Chastain and more wore the bold piece, and the designer posted the looks all over his Instagram – 3x times per image, to be exact. Every single time the La Bomba hat was pictured, we were three times more likely to see it on our feed, which made the Jacquemus hat the ultimate marketing piece.
The biggest twist came when Bella Hadid posted a photo of herself wearing nothing but the enormous hat, sat on a beach and looking out over the water. The designer quickly posted the photo on his Instagram with the caption "Bella La Bomba," and it only took minutes before the infamous Instagram account Diet Prada pointed out that the hat wasn’t actually by Jacquemus – it was made by Spanish label Olmos & Flores. Needless to say, the image took off and spread like wildfire across the internet.
Fast forward to today, where Simon Porte Jacquemus just put together his 10th anniversary show for his namesake label in the south of France, showcasing both menswear and womenswear on a bright pink runway in the middle of a flower field. Emily Ratajkowski, Tiffany Hsu, Pernille Teisbaek and the influencer elite were all sat front row, and when asked about the location the designer said, “Everything that means everything to me is from here. Please don’t call me Parisian! I am from the South of France.” The show was all over Instagram, and the vibrant fuchsia catwalk is one we won’t forget.
Since the captivating show, the designer has been everywhere. Hailey Bieber, Kylie Jenner, Kourtney Kardashian, Dua Lipa and more are among the long list of names that have been wearing the designer, and it seems like Jacquemus has become the hottest brand among fashion enthusiasts and social media mavens worldwide. The cherry on top was when the designer debuted the Mini Chiquito – a coin-sized purse that quickly became an internet meme. The price? Approximately $250 USD.
Simon Porte Jacquemus may have been lucky, but he is also a marketing genius. From his never-ending beef with Diet Prada to his three-grid "Instagram aesthetic," Jacquemus has made sure to remain in the spotlight over the past few years, and we’ve all fallen for it. We’re all buying big straw hats, tiny bags and dreaming about being a Riviera girl – all thanks to the Jacquemus effect. There’s no doubt that we’ll continue seeing the French designer all over social media, and as his presence keeps growing, the bags will only get smaller.