Wednesday, in Paris, Los Angeles, London and New York, the new bag « The Valerie », last accessory in the collection « The Peasant » Jacquemus, was unveiled to the public. His name is a tribute to his mother, « inspired by her childhood in southern France and her family's rural roots ».
In Los Angeles, as in the other three flagship stores, brand friends and journalists, this new bag, available in two sizes – Le Petit Valérie and Le Valérie – and offered, according to the model, in calf leather, suede or goat, with a magnetic jewel clasp and a palette of four to six colours.
« I think it's because of my mother that I've always kept that childlike look. »said Jacquemus on his brand's Instagram account. « When I meet a woman on the street, or when I watch her walk, something fascinates me, and will always fascinate me. I wanted to express this feeling, this way that I looked at femininity with the same amazement curiosity that still mimes today. Thank you for making women love so deeply. »
Taking on the theme of the market already present at the opening of the Los Angeles store last April, Jacquemus installed crates filled with fresh fruits and vegetables, as well as a range of carrot-shaped charms, cherries, garlic, bananas, lemons, donkeys and hammers, which customers could choose to adorn their bags. The nail of the presentation was the engraving of the initials of each customer wishing to acquire a Valérie bag by an artisan. The small model costs 1,690 $ and the large model 2,090 $.
To accompany the Valérie bag launch, Jacquemus unveiled a humorous Instagram campaign featuring actress Charlotte Le Bon. « A tribute to my mother's spirit », explains the creator, « with a touch of humor and poetry. »
The launch of the Le Valérie bag will be officially announced in other cities, including Seoul and Busan in South Korea on 19 November, in the department stores Lotte and Shinsegae, and in Dubai, also on 19 November, at Dubai Mall.
Along with this launch, Jacquemus will open a new shop on November 25, the eve of Thanksgiving, at the Rosewood Miramar Beach Hotel. The iconic address of Montecito, a popular town of celebrities near Santa Barbara (where Prince Harry and Meghan Markle reside), the hotel will host the new Jacquemus boutique right across from Chanel and next to Bottega Veneta, Zegna, Brunello Cucinelli, David Webb, The Webster and Loro Piana.
Last summer, Jacquemus had already made an appearance in other resorts, including the Monte-Carlo Beach Club and the Ocean Club, A Four Seasons Resort Bahamas, during summer pop-up stores.