Jacquemus Makes History With a Personal Ambassador Choice
French fashion designer Simon Porte Jacquemus has made a surprising and emotional announcement. He has named the first-ever ambassador of his brand. The choice is deeply personal. It is his grandmother, Liline Jacquemus.
The announcement was shared through an Instagram post on Friday. The post appeared on the official Jacquemus brand page. It immediately captured attention across the fashion world. Fans praised the move for its sincerity and originality.
In the post, Jacquemus called his grandmother the “original icon.” He said she existed before everything else. He described her as the foundation of his inspiration. The message struck an emotional chord with followers and industry insiders alike.
Liline Jacquemus was born in 1946. She was raised in Alleins, a small village in southern France. Her childhood was shaped by nature, sunlight, and simplicity. She was raised by a strong Italian single mother. These roots later became central themes in the Jacquemus brand.
According to the designer, his grandmother influenced how he views women. He credits her strength, elegance, and authenticity. These qualities continue to shape the identity of the fashion house.
A Playful Take on Fashion Ambassadorship Rules
The Instagram post also included a list of ambassador “commitments.” These rules were written with humor and affection. They quickly went viral online.
One rule stated that the ambassador must follow a full-look policy at all times. Another said the brand has the final word on styling, hair, and makeup. Liline is also required to attend every Jacquemus show. She must sit in the front row. The post joked that attendance is “without discussion.”
The playful rules became more dramatic as the list continued. The ambassador must not be seen wearing any other fashion house. She must not mention competing brands. She must not like other fashion posts on social media.
The post also banned comfort clothing. It said comfort is “conceptual.” The ambassador must always say “Bien sûr!” when asked about exclusivity. She must never remove Jacquemus pieces, even at home or in dreams. The post ended with a reminder to smile. Always.
While clearly humorous, the rules highlighted the brand’s strong identity. They also reflected the close family bond behind the label.
Liline Jacquemus and Her Place in the Brand’s Legacy
Liline Jacquemus is not new to the fashion house. She is a regular guest at Jacquemus runway shows. She made her official modeling debut for the brand in 2020. Industry publication WWD noted her frequent appearances.
In a statement shared with WWD, the brand said Liline represents the ultimate Jacquemus woman. Her character defines the spirit of the house. Her presence continues to inspire the designer’s creative vision.
Jacquemus is globally known for its bold designs and tiny handbags. The brand has worked with many celebrities. Famous faces include Gigi Hadid, Kendall Jenner, Jennie from BLACKPINK, and Emily Ratajkowski.
Despite its celebrity connections, this announcement stood out. The fashion world responded with warmth. Social media users described the move as touching and authentic. Many praised the focus on family over fame.
By choosing his grandmother, Simon Porte Jacquemus reinforced the brand’s emotional core. The announcement proved that fashion can be personal. It can also be meaningful.
