Fashion designer Jacquemus uses his grandmother to model latest campaign
Social distancing measures caused by the coronavirus pandemic have sparked much creativity in the fashion industry.
Burberry and Dior are among the brands making protective masks and gowns, while style bloggers have been turning their bedding into chic ensembles.
Now, cult label Jacquemus has released new campaign images taken at home in rural France, which has only just begun to slowly lift its lockdown.
However, its founder, the fashion designer Simon Porte Jacquemus, used his own grandmother, Liline, to showcase pieces from his latest collection.
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In a series of posts to the 2.3m followers on his Instagram account, the 30-year-old Frenchman unveiled a series of stunning images of her in various parts of their home.
Captioning them, he wrote: “#JACQUEMUSATHOME with my grandmother Liline shot by me summer 2020 (one of the most special stories for me).”
In the shots, she can be seen wearing fuchsia pink and off-white two-piece suits, as well as a full-length olive green dress.
She also accessorised with the designer’s trademark wide-brimmed floppy hats and his miniature handbags in a variety of shades.
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It is unclear the exact location of the shoot, but it is likely they were taken in the south of France.
Jacquemus was born in Salon-de-Provence near Marseilles, and last year celebrated the tenth anniversary of his brand with a catwalk show in nearby Valensole's lavender fields.
His posts were well-received by fans, who left hundreds of thousands of ‘likes’.
One person wrote: “Grandma killing it in that dress.”
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Another wrote: “This is the most wholesome thing ever.”
A third shared: “Love her! She looks fantastic!”
And a fourth added: “BEAUTIFUL.”
It comes as Bella Hadid also shared pictures to Instagram of her modelling looks from Jacquemus’ collection at home.
Read more: Vera Wang, 70, amazes followers with youthful Instagram photos
Fellow fashion designer Vera Wang has likewise proven age does not matter when it comes to fashion.
The 70-year-old recently wowed with a series of youthful snaps on Instagram during the lockdown.
After one Twitter user said they’ll “have whatever Vera Wang is drinking”, she replied: “Diet Coca Cola... typical on a NY fashion type.”
Giving us more of an insight, she added she also has “work, sleep, a vodka cocktail, not much sun” to thank for her appearance.
In an interview with Harper’s Bazaar US, the designer admitted that her “extremely fit” colleagues have pushed her to “work out most days”.