JACQUEMUS BRINGS ITS CHARM TO SOHO

R E T A I L

Location: Jacquemus SoHo, New York City, Photo: Courtesy of Jacquemus

In the heart of New York City’s bustling Soho district, a slice of Provençal pop has taken root, marking a milestone for one of fashion’s most talked-about brands. Simon Porte Jacquemus, has finally planted his flag on American soil with the opening of his first U.S. boutique.

As the crisp October air swirled through the streets of Manhattan, fashion enthusiasts and curious onlookers found themselves drawn to 143 Spring Street. There, amidst the iconic cast-iron facades and cobblestone streets, stood a gleaming testament to Jacquemus’ vision—a vision that has captivated the fashion world with its whimsy and unapologetically French flair.

The boutique, which opened its doors on October 18th, is more than just a store; it’s an experience that embodies the essence of the brand. The interior, a collaboration with architectural firm OMA, is a study in contrasts—whitewashed walls and French limestone flooring provide a canvas for Jacquemus’ playful designs. The eclectic mix of furnishings wouldn’t look out of place in a chic Parisian apartment.

But true to form, Jacquemus wasn’t content with a quiet opening. The brand orchestrated a three-day celebration that turned the sidewalk outside into a Parisian café, complete with a silver truck dispensing croissants and fresh juice. It was a scene straight out of a fashion fairytale, with New Yorkers lining up for a taste of France and a chance to win one of the brand’s coveted Rond Carré clutches.

Inside, the boutique is a treasure trove for Jacquemus devotees. From the iconic Le Chiquito bags—barely large enough to hold a lipstick—to the brand’s sculptural ready-to-wear pieces. Every corner of the store is an Instagram moment waiting to happen. Art and design enthusiasts will appreciate the selection of collectible furniture and artwork, including pieces by Jean Royère and Frank Lloyd Wright.

The New York opening is just the beginning of Jacquemus’ ambitious expansion plans. With stores in London and Los Angeles on the horizon, it’s clear that the designer is setting his sights on global domination. Yet, even as he scales to new heights, Jacquemus remains true to his roots.

"We don't apply a formula."

"But the formula is there, you know? Because it all comes from me," he says.

Jacquemus’ arrival in New York feels like a breath of fresh air. In a city known for its fast pace and no-nonsense attitude, the brand’s playful approach to luxury is a welcome reminder that fashion should be fun. Whether you’re in the market for a miniature handbag or simply want to bask in the glow of French chic, the Jacquemus boutique is now the place to see and be seen in Soho.

With this permanent residency, Simon Porte Jacquemus brings a piece of Provence to the Big Apple. As New Yorkers embrace this new addition to their sartorial skyline, one thing is clear: the city that never sleeps has found its new fashion dream.

20 October 2024
By CANVAS