Jacquemus spring-summer 2020 in Paris. Lavender field show

Today I want to introduce you to an amazing bright collection for spring-summer 2020 from the fashion house Jacquemus, the presentation of which took place even before the start of the traditional Paris Fashion Week.

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The summer vacation season in Provence was in full swing. And while relaxed tourists sunbathe and drink a cool rose in Marseille and its surroundings, the Valenz-Ole commune is buried in blooming lavender fields. There was hardly a better place for a fashion show.

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By the way, Simon Port Jacquemus chose such an unexpected location for a reason - his childhood was only an hour's drive away, and he likes the “pop” appeal of these open spaces, which have long become the main cliché of Provence.

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With an invitation in the form of a small bottle of sunscreen with the words "Sunstroke", the guests of the show gathered here, along the lavender hills against the backdrop of the Alpine mountains, where a narrow bright pink stripe stretches out, which has become a catwalk, to celebrate the 10th anniversary of the leading designer and his team famous brand, where the fashion designer first decided to combine the women's and men's line in one show.

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According to the couturier, he really wanted to find that perfect natural decoration that would look like a postcard. One of the most important tasks was the desire to turn the French cliché into something artistic, into an installation of contemporary art.

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By the way, it was not so easy to get such a popular place for organizing a fashion show. Luxuriously blooming lavender fields are visited by a huge number of people for the cherished Instagram photo. Local authorities even had to put up warning road signs for car drivers: "Watch out for bloggers!"

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As the designer himself said: "Everyone told me that it was impossible. But you need to think big and big, otherwise you will not achieve anything. If you try to compare yourself with others, if you try to play by the rules, then nothing will work."

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The new collection from Jacquemus has become a kind of story of the brand's history, an appeal to its origins and codes, and at the same time a call to the young modern generation. The spring-summer 2020 fashion line has already been named one of the best works of the eminent couturier.

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The main features of the collection are oversized silhouettes, which the designer easily combines with smaller shapes. The general tone of the fashion show is set by the white trouser suit, which you saw at the beginning of the review.

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Combining it with a peach lace top, the designer showed the public how he can work with both the female and male principles. Thanks to the talent of the designer, bright, unique, spectacular images were obtained.

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Here, military-style jackets are combined with romantic and flying dresses, voluminous windbreakers with elongated shorts, loose-fitting trouser suits with bralettes, and Hawaiian shirts with pleated skirts or dresses with a metallic effect.

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A lot of ties, patch pockets, flying fabrics, daring mini and luxurious maxi, the famous decor with Swarovski crystals, as well as chic hats and panamas have become the main accents of the new fashion line.

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The selected color palette gives the collection a special mood, southern aroma and a warm note of sunny Provence. Soft pastel shades are boldly diluted with rich pink, yellow, green, orange, sky blue.
Among the main accessories for fashionable outfits, bags should definitely be highlighted.

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The options are in the shape of cookie jars and lavender sachets, giant cotton shoppers the size of a tourist tent, large straw baskets, as well as the famous Jacquemus micro bags, which this summer will be so tiny that we will wear them instead of a pendant around our neck. It is difficult to imagine that, besides gum or little things, you can fit in there, but you can get lost in the vastness of mega-volume models.

Juicy, as if saturated with the warm sun of the Cote d'Azur, the fashionable images of the new collection look as sensual, open and positive as possible in the summer. As the designer himself said before the show: "I wanted something complex, but at the same time light, like a delicious summer cocktail!" In my opinion, Jacquemus did it all!