Jacquemus Curates E-Commerce

Simon Porter Jacquemus, one of France's freshest young designers (he was recently shortlisted for the prestigious LVMH prize) is changing the game by translating unconventional, progressive design into retail-friendly pieces. While he continues to shock and push boundaries of silhouette and aesthetic on the runway, his more conventional interpretations are reaching major commercial success at Opening Ceremony, La Garçonne, Shopbop and as of today, Jacquemus’s own E-Commerce store.

(Impersonal) flat-lay, gridded squares formatted on a white background are no where to be seen.

They are replaced by full- width gorgeous raw images of the clothing being worn by the model actually doing something )as a human not a doll)- communicating an emotion, a story. On first glance it looks like some unapologetically cool "Normcore" kid’s Tumblr page of vintagy snaps taken from his last trip to the beach.

As someone who has always fostered a personal relationship to his customers through imagery(please look on his Instagram!!) it almost comes as no surprise that this e-tailer creates a space that is comfortable, visually compelling and does not feel like an online "shop".

His love for the sea and beaches is reflected in his SS15 collection and the coastal imagery floods the website leaving at least potential customers, pinteresters, and the general connoisseur of beauty and the un-photoshopped very, very satisfied.

Is this the future of online shopping? To create an experience, generate an emotion, present shopping as art? I hope so.

Check out the website at http://jacquemus.com/

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*All images from Jacquemus.com