Fashion Week arrives this week in Paris.

And the stylist of the moment wouldn't have missed it for anything in the world.

Simon Porte Jacquemus, used to outdoor parades, will not be doing a parade in the capital… But since Tuesday, he has his very first store, at 58 avenue Montaigne, in Paris.

Three hundred square meters dedicated to his art!



A few days before the opening of his boutique, Simon Porte Jacquemus had his invitations delivered to influencers: a bag from his brand and a small box containing… a popcorn.

Why popcorn?

At Jacquemus everything is considered.

Two popcorn machines are arranged in front and in the shop.

As a Jacquemus salesman told us, "the idea is to add fun, people can come and help themselves 24 hours a day".

Jacquemus and his winks

His store, he dreamed of it.

“Eleven years ago, when I really started my brand, I came to this avenue [Montaigne] with my girlfriends.

We shouted and showed our first collection here.

It's a nice wink”, he confides to us with a smile on his face.

It must be said that the fashion designer accumulates “winks”.

Moreover, a number often comes up: 27. But why?

"There is no reason, it's just the result of chance", assures Simon Porte Jacquemus.

But "for my wedding, it was August 27, there for the start of Fashion Week, it also falls on the 27th... I say it's by chance but my darling drew this number at the Chinese New Year", confides he.

The Marseillais ends up admitting that there is still a "thing with this figure".

So, will the Jacquemus ephemeral store close on the 27th?

No one knows yet.

It is said that Jacquemus will be present six months on the avenue Montaigne, but the designer leaves the mystery hovering: “We like surprises, so to see.

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