PARIS — Fresh off his celebrity-studded Spring 2024 show at the Fondation Maeght art museum in the south of France, Simon Porte Jacquemus already has another architectural marvel in his sights for his next runway show.
The French designer, known for his sun-drenched Mediterranean aesthetic, plans to celebrate the 15th anniversary of its brand with an intimate event on June 10 at Casa Malaparte, the modernist Italian villa located atop a cliff in Capri, WWD has learned.
The brand said it would be the first time the famous venue has hosted a fashion show.
Jacquemus chose it in homage to one of his favorite films, “Le Mépris” (“Contempt”) by Jean-Luc Godard, in which Brigitte Bardot sunbathes naked on the roof of the red arrow-shaped building built by the journalist, writer and diplomat Curzio Malaparte between 1938 and 1942.
The villa has fascinated designers such as Karl Lagerfeld, who visited the site for five days in 1997 and took a series of Polaroid photographs, which Steidl subsequently published in book form in 1998.
Jacquemus featured one of Lagerfeld’s prints from the House of Malaparte on the inside of the jackets he and singer Bad Bunny wore to the 2023 Met Gala celebrating the Costume Institute’s “Karl Lagerfeld: A Line of Beauty” exhibition.
The striking villa has been the backdrop for campaigns including Saint Laurent’s spring 2018 film starring Kate Moss and a 2019 Louis Vuitton perfume ad featuring Emma Stone. Vuitton also chose this location to present its high jewelry collection in 2015.
Known for his cinematic runway displays in spectacular locations, including a lavender field and the Palace of Versailles, Jacquemus has a huge social media presence thanks to its founder’s engaging personality and eye-catching initiatives, such as the viral video of the year past of Bambino-shaped cars. bags whizzing past the Paris Opera.
Capitalizing on its rapid growth in the wake of the coronavirus pandemic, the brand said it was ready to jump into a bigger league with the 2022 opening of its first boutique on Avenue Montaigne, one of the most exclusive shopping streets in the world.
As part of its ongoing ramp-up strategy, Jacquemus is seeking permanent locations in the U.S. and the Middle East, with plans to open several stores abroad by 2026. Its first U.S. boutique will open in the city’s SoHo district from New York in October, a spokeswoman confirmed.