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To celebrate his label’s 10th-anniversary, Simon Porte Jacquemus transported the fashion set to the lavender fields of Valensole. “I wanted something very poetic,” he told us then, surrounded by the rolling evening sun-soaked lavender fields that had already become a bonafide Instagram moment. Not only did this ultimate #outofoffice opportunity provide the perfect punctuation to a long season of shows, it enabled us to experience the south of France that Jacquemus knows so well, the south of France that continues to inspire him. Despite a global pandemic, Jacquemus managed to build on this experience for spring/summer 21 as 100 guests were seated on the sidelines of a makeshift 600m wooden catwalk that dissected through a vast, dramatic wheat field. During a pre-show interview last summer, Simon explained how he wanted this collection to talk of love and celebration, “like a simple country wedding or a harvest festival.” From the broderie anglaise dresses to maxi skirts and cropped shirts, sunshine-imbued shirting to relaxed-fit technical tailoring, saying “I do” never looked chicer.
“I don't just do clothes, I write a story and then come the clothes," Simon told us way back in 2014. It's a design process that has propelled this self-taught talent from staging guerrilla presentations to winning the Special Jury LVMH Prize. This L’Amour collection took Simon’s narrative on tour; a fun, free, sensual celebration of his life and loves. Inspired and keen to look beyond our own lockdown reality, we invited one of LN-CC’s favourite loved-up couples, Claire Yurika Davis and Florence Huntington-Whiteley, to wear their pick of the collection on the shores of their recently adopted home, Ibiza.
Firstly, could you introduce yourselves in your own words – who you are, what you do and why you do it?
Florence: I’m Florence, she/her/zaddy, 29, Capricorn, country girl from Devon originally and now between London and Ibiza. I’m a co-founder of CogDis, an intuitive studio aligning internal purpose with external output within the fashion industry. I got bored of seeing crusty, lame campaigns and solutions that actually stood for something and in the same breath ones that looked amazing but essentially were lies!!! Cognitive Dissonance is prominent in the fashion industry and we aim to make space to communicate amongst all its complexities. I’m also a model, which I’m only really getting to terms with... I present as masculine and only really wear menswear so enjoy representing my masc queer women and disrupting the gender binary within fashion.
Claire Yurika: I’m Claire Yurika, a creative consultant, designer, and tarot reader. I do things that I believe in, can expand through, and that are fun! Because I don’t have time to do anything else.
Entitled L'Amour, this Jacquemus collection was a declaration of love for his team. We appreciate that it's a big question but what does love mean to each of you? When you read/hear the word love, what do you think of?
Claire: Love is everything, our entire world is powered by love! Love is the connection between all things, not just romantic or familial relationships. True love is open, given freely without expectation to receive, and is constantly changing.
Florence: So I LOVE love. I’m actually very emotional and sensitive but learning to embrace and accept that about myself because I can’t change it lol.
I’m reading “all about love” by bell hooks and when I read the definition she shares I was like “WOW THIS IS IT” and this is what I feel with Claire every second of everyday. It’s actually a definition by M. Scott Peck and he says love is “the will to extend one’s self for the purpose of nurturing one’s own or another’s spiritual growth. Love is as love does. Love is an act of will—namely, both an intention and an action. Will also implies choice. We do not have to love. We choose to love.” Big love to my angel friend Lisa for giving me a copy.
How is life in Ibiza treating you? Is it as beautiful as it appears in this shoot?
Florence: When it comes to Ibiza living, I feel very settled here: the pace of life, the friendliness, the nature!!! ES MUY BUENO! While out here, we’ve been setting up CogDis and I’ve been taking some time to myself after being in an intense corporate office job for 6 years. It can sometimes get a bit crystals and chakras overload but we’ve met amazing people and made great friends. Just waiting for all our others in London to migrate over…
Claire: I have been craving living in nature for years, so I’m extremely grateful to have finally made it into some fresh air. Ibiza is looking after us and I love her.
For the shoot itself, could you tell us where it was shot, and what you'd like people to take away from it?
Florence: So for the shoot we shot in two places. The first place was called Time & Space, AKA the Ibiza Stonehenge. It consists of 13 massive columns constructed by Andrew Rogers who describes the piece as “trajectories of the planets moving around the sun... a vision of time and space and the interconnectedness of humanity”. But when we got there a whole production crew had beaten us to it with dancers, DJs and drones!! It must have been the new advert for Pacha or something so we shot along the cliff edge instead ha! The other location was at our fave local beach in the north. We basically did our mini take on nature out here as it’s such a strong message for Jacquemus.
Claire: Both locations are seriously gorgeous, the clothes even more so, and I 100% felt like these were our dream wedding shots!
How did the clothes make you feel?
Florence: Having walked for Jacquemus last year I was familiar with the clothes so it was nice to be in them again! As we’ve been in lockdown like everyone else the main pleasure was just getting dressed up!! Kind of felt like we were taking wedding pictures too tbh.
Finally, what would you like people to take away from it?
Florence: Whatever you feel, we had a lot of fun taking them and being with mates.
Claire: I hope these pictures bring a little smile to anyone viewing them as it was a super fun to shoot with friends and my love :)
Miranda Makaroff, @mirandamakaroff and Chimpi, @iamchimpi