One of this week’s Five Things was based on Jacquemus paintings SS19 campaign. Luxury brands now always seem to be looking for new ways to visualise their campaigns and in this case it’s through finely detailed paintings in collaboration with artists. Art has always been a love of mine, especially during A Level Art, so it is designs like this that really engage me.
Chloe Wise illustrated Jacquemus’s Spring 2019 Campaign; she immortalises Simon Porte Jacquemus’s minimalist French Riviera-inspired aesthetic. I am always drawn to minimal art that is focused on basic shapes and silhouettes. This was even more evident to me when I was collecting cultural images that I feel represent me and my personality for the self-promotion brief.
Fashion is an art form, which allows visual arts and fashion to successfully merge. This new direction for Jacquemus links closely with his artful Instagram. This is why I think that Wise’s paintings for the campaign perfectly represent the Jacquemus aesthetic, depicting sun-kissed women carelessly sipping rosé on a beachside balcony.
I liked the way that they have switched the traditional fashion photo shoot for a bespoke painting, that still promotes the collection, but I feel that this is done in an more inventive and engaging way; one that sparks conversations.
I also enjoyed the fact that the artwork nods to the Jacquemus “La Riviera” collection which was inspired by the French designer’s home region and therefore personal to the brand. This personal approach is something I want to achieve in my self-promotion; considering my interests and personality – demonstrating this in a simple and illustrative way.