Six Seven Heart 6 7 Valentines Day Shirt
Then there’s the just-launched collaboration with Timberland, in which he took his favourite South of France boat shoes and hued them in his brand’s signature sun-baked banana yellow. They’ll be sold at the LA boutique, as well as online and in Jacquemus and Timberland stores, while supplies last, which often isn’t long. Jacquemus aims to produce in quantities that sell out in days. Because, as Hermès also knows, luxury is scarcity. On the morning of the collaboration’s 23 April launch, the $250 yellow boat shoes were already sold out at Jacquemus.com, according to the website. More will be available soon. The brand will re-open its St Tropez store in a few weeks, and there are pop-ups coming to Monaco, Ibiza and Mykonos — places where the wealthy play, and which “allow us to speak to our core clients”, Benady says. Every brand wants those clients, but success lies in selling luxury-priced fashions to the uber-wealthy while fleshing profits out with aspirationally priced goods that bask in the glow. Jacquemus may not boast of it, but its wares include items produced in Portugal, Bulgaria and Romania — European countries with relatively low labour costs. The $890 polka-dot La Spiaggia mini dress, for instance, is affordable luxury aimed at youthful clients. The risk for Jacquemus lies in avoiding offending the clients who have no price resistance with those more affordable looks.Six Seven Heart 6 7 Valentines Day Shirt
The brand generated around €280 million in 2023, according to estimates by Yann Kretz, a principal at consulting firm Laurent Berger, after saying it had surpassed €200 million in 2022 and €100 million in 2021. The brand isn’t concerned with Trump tariffs, which have thrown much of the fashion industry’s planning into disarray. “We don’t produce in China,” Benady says. “And we’re still very new to the US customer.” The Los Angeles boutique offers an opportunity to examine the choices that have made Jacquemus one of fashion’s most defiant growth stories. The breezy look is of a house in the south of France – very unlike the brass-and-glass designs of so many luxury boutiques. The signature banana yellow is a theme throughout. The store sits on a corner of Robertson Boulevard near locally iconic businesses including Chrome Hearts and Maxfield’s indie multi-brand store, a spot Benady says she’d been eying while still working at LVMH because it’s so threaded through local Angeleno shopping habits. Unlike Rodeo Drive, which is mainly a tourist shopping district, Robertson is one of LA’s fashion districts that draws locals. “Whenever you have a chance to speak to the local customer, you should take it,” she says.
Product Highlights
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