Jacquemus plans to redefine fashion week with show shot exclusively on iPhone
Jacquemus is no stranger to shaking up the fashion world, but the brand’s latest move may be its most innovative yet. On January 26, the final day of Paris Fashion Week, Jacquemus will debut a unique runway experience for its co-ed collection, La Croisière. The twist? The entire show will be filmed using Apple’s iPhone, combining cutting-edge technology with the artistry the brand is known for.
In typical Jacquemus fashion, the location itself takes center stage. This time, the runway is set not in a saloon or a busy Parisian street, but inside one of the city’s most iconic apartments. Once owned by renowned architect Auguste Perret, the space boasts breathtaking views of Paris and offers an intimate yet cinematic setting. This choice reflects the brand’s talent for transforming unconventional spaces into special showcases.
With only 45 guests invited to witness this special presentation, Jacquemus prioritizes intimacy over spectacle. This approach allows participants to deeply connect with the design and setting, creating an atmosphere of shared experience rather than mass consumption. It’s a bold move in an industry where scale and grandeur are often celebrated.
iPhone revolution
The decision to shoot everything on an iPhone isn’t just a gimmick, it’s a deliberate choice in keeping with Jacquemus’ modern ethos. The brand, known for engaging with fans through playful Instagram posts and behind-the-scenes glimpses, is returning to its roots with this tech-forward approach. Strategically placed iPhones capture the show from multiple angles, ensuring a dynamic and immersive experience for viewers around the world.
Apple’s iPhone 16 Pro Max features cinematic 4K capabilities and an advanced telephoto lens to accurately capture every detail, from the intricate stitching on your clothes to the Paris skyline outdoors. It’s a celebration of how technology can democratize high fashion and give audiences around the world a front-row seat without leaving their homes.
Where fashion and innovation meet
This collaboration with Apple is not only a nod to the future of fashion, but also a statement about how creativity can flourish when boundaries are pushed. By marrying technology and storytelling, Jacquemus is setting a precedent for what is possible in a runway presentation.
The fashion house has long been known for its ability to surprise and delight, from dreamy lavender field runways to stunning seaside presentations. But with this iPhone-only event, Jacquemus is writing a new chapter in fashion history.
As the fashion world eagerly awaits January 26th, one thing is clear. Jacquemus doesn’t just present clothes; it presents a vision.
