Scenes from JACQUEMUS in Soho

Brand playfulness brings swaggy crowds

I am obsessed with JACQUEMUS. Of course, I love the clothing but as I work in brand my fixation centers around their marketing, messaging, and storytelling. Very few brands are engaged at Jacquemus’s level of depth (is there even an equivalent?) The eponymous label channels all of the verve and play of its designer into every single touchpoint, from the outsized purses rolling down city streets to the pop-up croissant orange juice and croissant truck, placed in front of the store’s launch Friday morning. The truck drew an insane line, stretching, or seeming to stretch, from the entrance all the way to the lowest point of Manhattan. What other brand has the power to gather 500-700 (my best guess, I am bad with numbers) people to a corner midway through a workday?

Unfortunately, I did not wait in line for a croissant. But, I did see the designer in the store the previous night, on my walk home from work. I only saw him for a moment, but even in that snap (10 ish seconds), I could pick up on his big joy. I saw a giant smile through the window, as he was greeting the shop’s new clerks. It makes sense—any brand that resonates on this level does because of authenticity. Hiring agencies or so-called tastemakers only gets you so far. Ultimately, like with all things, it’s about relationships, generosity and connection.

Anyway, the vibe was incredible. The crowd was cool. It was less rote west village influencer and more stylized. Here are some photos from the fun scene this Friday. If you’re reading this before 1 PM, I believe there is still time to swing by.