Jacquemus appoints his grandmother as the brand’s first-ever ambassador

For the first time in its history, Jacquemus has named a brand ambassador – and in true Jacquemus fashion, it’s not a celebrity or influencer, but founder Simon Porte Jacquemus’ own grandmother, Liline.

Described as “the original icon”, Liline was born in 1946 and raised in the sun-soaked village of Alleins in the South of France.

Simon credits her strength, elegance and authenticity as the guiding force behind his vision of femininity and the Maison itself. Now, she’s front and centre of the brand’s storytelling.

In a tongue-in-cheek manifesto, Jacquemus lays out the ambassador’s duties:

• The ambassador must adhere to a full look policy at all times, without exception.
• The ambassador must accept that the Maison has the final word on every glam, hair, makeup, silhouette, and styling proposal.
• The ambassador must engage in no collaborations whatsoever; she is not a trend, she is a commitment.
• The ambassador must attend every show as if it were a family dinner, front row, without discussion.
• The ambassador must not be seen, photographed, sketched, remembered, or emotionally associated with any Maison that is not Jacquemus.
• The ambassador must not pronounce the names of other fashion houses.
• The ambassador must not wear any other brand, archive, label, or “just something comfortable”; comfort is conceptual.
• The ambassador must not like other brands’ posts, ever.
• The ambassador must not use the word “brand” and must instead say “family.”
• The ambassador must always answer the question “Are you exclusive?” with: “Bien sûr!”.
• The ambassador must not remove Jacquemus pieces at home, at night, or in dreams.
• The ambassador must smile. Always. As we should all do ;)

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