, 2022-10-05 04:30:00,
PARIS — In 2011, when Simon Porte Jacquemus — then a shaggy-haired fashion school dropout — needed to spark some buzz for his fledgling label, he dressed a group of girlfriends in his designs and crashed Vogue’s “Fashion Night Out” party on Paris’ Avenue Montaigne. The group staged a mock protest, brandishing cardboard signs and chanting “We Want Jacquemus!,” wearing a collection of boiled wool sweaters and skirts that would have looked more at home in a New Wave kitchen scene than on a high-glamour shopping street lined with Dior and Chanel boutiques.
The light-hearted guerilla stunt landed the 21 year-old designer on television, as well as a place in France’s public consciousness, where he would soon become as much a household name (at least among young people) as fashion icons like Jean-Paul Gaultier, Pierre Cardin or his hero Christian Lacroix.
Twelve years later, during September 2022′s Paris Fashion Week, Jacquemus inaugurated his own boutique on Avenue Montaigne: a 3,200-square-foot, multi-level space between Gucci and Jil Sander. Staffers wearing cream-coloured canvas labcoats passed coupes of champagnes to guests including American reality TV star Christine Quinn, who lined up to take photos with the…
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