Simon Porte Jacquemus has built a brand story that’s nothing short of remarkable. In 2018, Jacquemus posted €11.8 million in revenue. They are aiming for €500 million by 2025.

This incredible growth of the relaxed Côte d’Azur brand isn’t fuelled by Mediterranean wealth but by marketing savvy and smart collaborations. With an operating profit of around 25%, Jacquemus has avoided external investors and navigated the blend of sport and style on his terms, using events like the Paris 2024 Olympics and 3 x Nike collaboration to grow.

His independence and founder-led vision set Jacquemus apart, letting him keep full control over his brand story and align with the values of athletes he admires.

He has always done things differently. In 2011 he staged a guerrilla marketing stunt at Vogue’s ‘Fashion Night Out’ in Paris. Then 21, he and his friends wore his designs and staged a protest, grabbing attention. His playful, humorous designs—the mini Le Chiquito bag, and oversized blazers—are beloved by celebrities and fans. His shows are performance art, held in striking locations and documented on a well-curated Instagram with millions of followers. His digital focus has made Jacquemus a star of the social media age.

The Spring 2024 Nike x Jacquemus collection is an expressive eclectic collection of women’s and unisex pieces that include the debut of Le Swoosh bag—a first-ever Nike handbag featuring the iconic Swoosh. This collaboration features Nike athlete and Olympic gold medalist Sha’Carri Richardson as the face of the campaign. Richardson is where athleticism meets Jacquemus’ high fashion.

Now the brand is, in his words “a big house”. In 2024, Jacquemus opened a 3,200-square-foot boutique on Avenue Montaigne, between Gucci and Jil Sander. This store, which offers both affordable and high-end pieces, started as a six-month trial in physical retail, marking a big step for a brand that had relied on wholesale and online sales.

Social media has been crucial. Jacquemus’s Instagram, which blends simple, emotive messages, has over 5 million followers. His storytelling, where he shares intimate moments, has created a deep bond with his fans. Known for using oversized props and CGI disruptions, Jacquemus has set new standards in promotion, with each window display and post drawing viewers into his unique world.

This summer, his creative team used the 2024 Paris Olympics as inspiration to showcase their new ‘La Casa’ collection, dressing characters in Olympic styles but entirely in Jacquemus. His approach—taking the familiar and making it unforgettable—continues to define his brand.