We’ve been obsessed with Jacquemus for the last couple of years with the release of his micro-bags, raffia totes, structural shoes, asymmetrical tops and fringed dresses. We’ve also appreciated the French designer for his inclusive campaigns and his latest one is no different…
Unveiling his Spring 2021 collection, we are delighted to see some Arab faces starring in the Jacquemus campaign: Imaan Hammam, Nora Attal and Malika El-Maslouhi.
Titled “L’Amour,” the combined Spring 2021 Menswear and Womenswear collection, was first presented via a physical show in a rolling wheat field in France in July 2020 at Men’s Fashion Week.
Known for his stunning backdrops of endless fields, the new campaign was shot by fashion photographer and filmmaker, Oliver Hadlee Pearch, in the same location where the show had taken place last year.
A face that has adorned many high-end campaigns was none other than Nora Attal’s, who has walked the runway for Jacquemus in a number of his shows in the past, is seen in the campaign wearing a cropped blouse and skirt in neutral tones along with the label’s iconic chiquito bag.
Imaan Hammam, who is Dutch-Egyptian-Moroccan is just as striking in the campaign imagery in a beige pinstriped, fishtail cut, jumpsuit, whilst Moroccan Italian Malika El Maslouhi is seen standing out against the calm backdrop in a pair of coral high-waist trousers and a cropped top.
The models of Arab heritage featured in the campaign alongside other models of the likes of Grace Elizabeth, Mona Tougaard, and Anna Ewers.
What’s more is that it wasn’t just the models that were Arab, as Jacquemus employed Moroccan-Belgian rapper, singer and producer, Hamza, to create the soundtrack to the campaign’s video.
Taking to Instagram to talk about the latest collection of both menswear and womenswear, the French designer wrote, “What’s so beautiful about L’Amour is how it can endure — sometimes even grow stronger — in the absence of people being together. Not long after my team was separated from each other, we were all in our homes feeling the desire to work, and a new vision of the collection emerged. We became a human chain, every step of the creative process executed with love,” he said.
Simon Porte Jacquemus, who spent much of his time last year in isolation with his grandmother in the French city of Provence, took inspiration from the local Provencal ceramic works, hand-knitted table cloths and the cherry trees there for his Spring 2021 collection and campaign.