L’Amour Le Terrain
In these times where social distancing has forced Fashion Week 2020/2021 to only present digitally, one designer’s show has remained a physical event.
“L’Amour” by designer Simon Porte Jacquemus was a physical event held with social distancing measures in place. The show took place in the heart of the countryside, an hour from Paris. Jacquemus invited 100 selected guests to experience a show unlike any other. He told Vogue, “It was important to have a show because it’s at the heart of our brand; our strategy revolves around the moment. It’s a magical moment, we couldn’t have done without it and we all needed it.”
This unique fashion show stood out not only for its location but also for its intimate atmosphere, offering a stark contrast to the typical bustling and crowded fashion weeks. The picturesque countryside provided a serene and breathtaking backdrop, enhancing the presentation of Jacquemus’ latest collection. The limited guest list and outdoor setting ensured safety while allowing attendees to experience the event’s magic firsthand.
Jacquemus’ decision to hold a physical show underscores the brand’s commitment to creating memorable, impactful moments that resonate with their audience. Despite the challenges posed by the pandemic, this event exemplified innovation and adaptability in the fashion industry, proving that even in difficult times, creativity and passion can find a way to shine.
The show was set in the wheat fields of a commune in the Val-D’Oise region of France, all the while respecting the rules of social distancing.
A winding runway was inserted into the wheat, and scattered chairs flanking the runway were also placed in the wheat, ensuring that social distancing guidelines were followed. To maintain the focus on safety, each guest received a small bag containing a bottle of hand gel, a beige face mask, and a bottle of water.
The result was a beautiful, visual masterpiece. The golden wheat fields created a stunning natural backdrop that highlighted the simplicity and elegance of the collection. The contrast between the vibrant runway and the serene landscape added a dynamic element to the presentation, making each piece of clothing stand out even more. The thoughtful layout of the chairs, blending seamlessly into the wheat fields, contributed to the overall aesthetic, giving the show an ethereal quality.
The meticulous attention to detail in both the setting and the safety measures demonstrated Jacquemus’ commitment to providing a memorable yet secure experience for his guests. The harmony between nature and fashion showcased his ability to innovate and adapt to the circumstances, turning the constraints of the pandemic into an opportunity for creative expression. This event not only celebrated the beauty of his designs but also the resilience and ingenuity of the fashion industry during challenging times.