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Jacquemus or the madness of chic retailers 

Buying a luxury bag has never been so much fun (or so easy). Last December, Paris discovered the very first “Bambino Long” 24-hour vending machine: one of the countless it-bags from Jacquemus. This was an operation that echoed the release of its monochrome PINK2 capsule, with the shop 2.0, featuring the same color code from floor to ceiling. The success was immediate, and the ephemeral installation was the most Instagrammable spot of the moment. A little folly that the Marseille-based designer moved to Milan for the fall/winter 2022-2023 Fashion Week. A huge, immaculate, white cube stood in the courtyard of Palazzo Clerici and housed the already iconic retailer, this time selling the Vague bag and some Bambino, all of them, of course, white. Thus, Simon Porte Jacquemus succeeded in making his house shine at a Fashion Week during which he did not parade. As the saying goes: “Never two without three.” This is how the concept was recently introduced in London, at Selfridge’s, this time in the context of an immersive corner inspired by the designer bathroom and the world of the swimming pool. This time the dispenser took the form of the lockers of a municipal pool and inside them: Chiquito and Bambino, definitely blue. A master stroke that brilliantly redefines the conventions of shopping. 

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Cheynnes Tlili

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