How Jacquemus is changing e-commerce

Bringing a new approach to e-commerce, Jaquemus has launched his AW16 campaign for their online store. Founder and designer, Simon Porte Jacquemus, who launched his label at the tender age of 19, shot the images in his hometown in the south of France. Speaking exclusively to Dazed the designer speaks about the current state of online shopping "E-commerce sites can be very boring and ugly – and Jacquemus is not about that. So I wanted to bring something more playful and stronger as images, but at the same time I wanted to use them to sell clothes."

Focusing on the concept of reconstruction, the Fall collection which consists of boxed blazers, checked trousers and the brands signature asymmetric blouses, has all been shot against a white backdrop with blowing washing lines " Well, I don’t know why I used washing lines. I think it’s partly because, in the south of France, there are washing lines everywhere."

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