In a heartwarming twist that highlights the emotional depths of familial connections, renowned fashion designer Simon Porte Jacquemus has just revealed the inaugural ambassador for his brand—his own grandmother.
This delightful announcement was made via a touching Instagram post on the official Jacquemus account on Friday, capturing the attention of both fans and fashion enthusiasts alike.
The post read, "I’m proud to introduce our very first Jacquemus Brand Ambassador: my grandmother, Liline Jacquemus. Before anything, there was her. The original icon." This statement sets the tone for what is not only a marketing decision but also a heartfelt tribute to the woman who has profoundly influenced Simon’s creative journey.
Born in 1946 in the quaint village of Alleins in southern France, Liline grew up in an environment filled with natural beauty, simplicity, and resilience, raised by a determined Italian single mother. Her profound impact on Simon is evident as he shares, "Before Jacquemus existed, she was already my inspiration. Her strength, elegance, and authenticity have shaped the way I see women and how I envision this Maison."
The post further expressed the brand's admiration, stating, "We love her, we’re obsessed with her," and humorously outlined some playful 'commitments' associated with her ambassador role. These include stipulations that require her to maintain a 'full look policy' at all times, with the brand retaining ultimate authority over every aspect of her glamour, hair, makeup, outfit, and styling choices. The ambassador is expected to attend each fashion show as if it were a family gathering, seated in the front row without debate.
Interestingly, the post included some comedic clauses, such as ensuring that the ambassador should never be seen or associated with any other fashion brand, nor should she mention names of competing labels. She is also prohibited from wearing garments from other houses, regardless of comfort, and must avoid liking posts from other brands altogether. Instead of referring to companies as 'brands,' she should use the term 'family,' and when asked about exclusivity, her response must always be "Bien sûr!" meaning "of course." Additionally, the ambassador is required to keep her Jacquemus pieces on day and night, even in her dreams, and to maintain a constant smile—a charming directive that invites a sense of joy and positivity.
According to WWD, Liline is not a stranger to the brand's runway shows and made her modeling debut as part of the Jacquemus collection back in 2020. Her enduring influence on Simon is clear; even prior to the brand's establishment, she served as a muse for him. "Her strength, elegance, and authenticity continue to define the essence of Jacquemus," the brand stated in a message to the publication.
With its roots firmly planted in creativity and familial love, Jacquemus is no stranger to celebrity endorsements, having featured high-profile personalities such as Gigi Hadid, Kendall Jenner, BLACKPINK’s Jennie, and Emily Ratajkowski in its campaigns and runway presentations. However, this latest move has garnered a wave of admiration across social media and within the fashion industry, as many find the sentiment behind it to be both touching and refreshing.
