To the 2.7 million people who follow Simon Porte Jacquemus on Instagram, the designer’s new photobook,, might seem familiar. The 236-page tome is filled with iPhone shots he has taken over the past several years, many of which debuted on the Instagram he runs for himself and his brand. A large pot filled with beans and cheese, Jacquemus’s shadow cast over a blue table, is paired alongside his brand’s first-ever purse, a bean-shaped shoulder bag in Pepto-pink.
Using his collections to advance a message is something Jacquemus plans to do more of now that he’s back at work in Paris. “My focus is finding new ways and new approaches and new messages and how to say more about our values. It’s not about doing a good collection or a beautiful show, but how to share values with the audience, how to pass along a message,” he says of his modus operandi.
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