For his return to Fashion Week, Jacquemus announces a show filmed on the iPhone

The French designer, who will present his new collection at the end of the week, announces a unique scenography.

Jacquemus: wearable fashion

Silhouettes and phones. Scheduled for January 26, the last day of Paris Fashion Week, the fashion show Jacques could well go down as its most technological presentation to date.

A fan of advertising effects on social networks, the brand took to its Instagram account to talk about “a show filmed entirely on the iPhone, integrated naturally into the decor”. This announcement, written in English, illustrates Jacquemus’ current international development strategy, is accompanied by a short video sequence: equipped with a mobile phone, an articulated arm captures a dress staging on a couture bust.

“At Auguste Perret in the 16th, on the program around fifteen iPhones and my dresses… Poetry next Sunday…”specifies the founder, Simon Porte Jacquemuson his personal Instagram account.

This trickle-down communication occurs even though the brand had revealed a few days ago the location of the presentation of this new collection. Baptized “The Cruise”it will be presented in a building designed in the 1930s by Auguste Perret (1874-1954) and located rue Raynouard, in the 16th arrondissement of Paris. Predominance of reinforced concrete and play of lights: the space aims to reflect the codes dear to the architect to whom we owe in particular the Théâtre des Champs-Elysées, the Palais d’Iéna and the reconstruction of the city center of Le Havre post World War II.

A return to the Paris Fashion Week calendar

The Fall-Winter 2025/2026 “La Croisière” fashion show will mark Jacquemus’ return to official calendar of Paris Fashion Week, he who had freed himself from it in order to present his collections at his own pace. Its last presentations as part of Fashion Week date back to January 2020 for men’s fashion and March 2019 for women’s fashion.

This iPhone show could also be part of a larger operation, as Simon Porte Jacquemus, in an Instagram story, cracked a terse “Oh, and more to come” (“Oh, and more to come”). The sense of teasing, always.