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, during the final day of Paris Fashion Week, Jacquemus will debut a unique runway experience for its “La Croisière” coed collection. The twist? The entire show will be filmed using Apple’s iPhone, blending cutting-edge technology with the artistry the brand is known for.
A Venue as Unique as the Vision
In typical Jacquemus fashion, the location itself plays a starring role. This time, the runway isn’t in a grand hall or a bustling Parisian street but inside an iconic apartment in the city. Once owned by celebrated architect Auguste Perret, the space boasts breathtaking views of Paris, providing an intimate yet cinematic setting. This choice reflects the brand’s flair for transforming unconventional spaces into extraordinary showcases.
Small Audience, Big Impact
With only 45 guests invited to witness this exclusive presentation, Jacquemus is prioritizing intimacy over spectacle. This approach allows attendees to connect deeply with the designs and setting, creating an atmosphere of shared experience rather than mass consumption. It’s a bold move in an industry that often celebrates size and grandeur.
The iPhone Revolution
The decision to film entirely on an iPhone isn’t just a gimmick — it’s a deliberate choice that aligns with Jacquemus’s modern ethos. Known for engaging with fans through playful Instagram posts and behind-the-scenes glimpses, the brand is returning to its roots with this tech-forward approach. Strategically placed iPhones will capture the show from multiple angles, promising a dynamic and immersive experience for the global audience tuning in.
Apple’s iPhone 16 Pro Max, with its cinematic 4K capabilities and advanced telephoto lens, will ensure every detail — from the intricate stitching on garments to the Paris skyline outside — is captured with precision. It’s a celebration of how technology can democratize high fashion, offering viewers worldwide a front-row seat without leaving their homes.
Where Fashion Meets Innovation
This collaboration with Apple is more than a nod to the future of fashion — it’s a statement about how creativity can flourish when boundaries are pushed. By intertwining technology and storytelling, Jacquemus is setting a precedent for what’s possible in runway presentations.
The fashion house has long been celebrated for its ability to surprise and delight, from its dreamy lavender field runway to its stunning seaside presentations. But with this iPhone-exclusive event, Jacquemus is carving out a new chapter in fashion history.
A Glimpse Into Tomorrow
As the fashion world eagerly awaits January 26, one thing is clear: Jacquemus isn’t just presenting clothes — it’s presenting a vision. This isn’t merely about a collection; it’s about a story, a feeling, and a new way of experiencing fashion.
Fashion has always been about innovation, and Jacquemus reminds us that the medium is just as important as the message. With technology and artistry entwined, the “La Croisière” show promises to be nothing short of extraordinary.
The show will air on a delayed stream at 7:30 PM CET.
