Jacquemus’ Spring/Summer 2021 Show In a Wheat Field Stays True to his South of France Roots

In a fashion show that was right on brand, Jacquemus presented his L’Amour SS21 Menswear and Womenswear collection together, as per his new sustainable format, set in the beautiful spectacle of a wheat field.

If you follow Jacquemus’ eponymous label you’ll know that the show is of high value to the brands visual identity as well as close to the designers heart due to the many references to his childhood and upbringing in the picturesque south of France.


As the world is still easing out of quarantine measures, a number of notable designers have opted out of putting on real life runway shows.

jacquemus spring summer 2021

However, due to the runway show being an integral element of Jacquemus’ commercial strategy he went ahead with the show and I’m not mad that he did.

Adhering to social distancing standards and COVID19 safety measures, the show attendees were reduced to 100 guests.

The womenswear collection featured embellished skirts that matched the tones of the surrounding wheat field, a new skirt design which deconstructs the waist as well as relaxed, skin baring, a-symmetric shirts in a sharp yet romantic proposal for summer attire.

south of france

Whilst the menswear collection boasted artistically patterned breezy shirts and suits with Jacquemus’ favoured relaxed silhouette – adorned with fluttering cut out hearts perfectly suited for a collection titled L’amour.

Watch the show here: