In an unexpected and heartwarming turn of events, renowned designer Simon Porte Jacquemus has revealed that the first ambassador for his fashion label is none other than his beloved grandmother. This announcement has captured the attention of both fans and followers alike, showcasing a personal touch that resonates deeply in the often impersonal world of fashion.
The exciting news was shared through a heartfelt Instagram post on Friday from the brand's official account. The message read, "I’m thrilled to unveil our inaugural Jacquemus Brand Ambassador: my grandmother, Liline Jacquemus. Before anything else, she was there. The original icon.”
Born in 1946 in Alleins, a quaint village in southern France, Liline spent her childhood surrounded by the beauty of nature—fields bathed in sunlight and a lifestyle marked by simplicity. Raised by a resilient single mother from Italy, Liline has been a source of inspiration for Simon long before his brand ever came to fruition. The post continued, highlighting her remarkable qualities: “Her strength, elegance, and authenticity have profoundly influenced the way I perceive women and envision this Maison.”
The love for Liline is evident, with the post enthusiastically stating, "We adore her; we’re completely obsessed!" Alongside this affection, the post humorously outlined some amusing guidelines for her role as ambassador. These included a strict adherence to a "full look policy" at all times, meaning the brand would have the final say over any glamour, hairstyle, makeup, silhouette, and styling choices. Additionally, Liline is expected to attend every show like it’s a family gathering, seated front row, no arguments allowed.
In a lighthearted yet cheeky tone, the stipulations continued: "The ambassador must not be seen, photographed, sketched, remembered, or associated emotionally with any other brand besides Jacquemus. She must refrain from mentioning any other fashion houses by name." The post playfully added that Liline should never wear anything from other brands, archives, or labels, stating, "Comfort is conceptual," which adds an amusing twist to the expectations. Furthermore, she is advised against liking posts from any competing brands and must refer to Jacquemus not as a brand but as a "family." In response to inquiries about exclusivity, she must always reply with a cheerful "Bien sûr!" [of course]. Moreover, it humorously insisted that she never remove Jacquemus pieces—whether at home, during the night, or even in dreams—and that she must keep a smile on her face at all times, echoing a sentiment worthy of the brand's joyful spirit.
According to WWD, Liline has been a familiar presence at Jacquemus shows and made a memorable modeling debut for the brand back in 2020. The statement from the brand emphasized that long before Jacquemus became a household name, she was already a pivotal source of inspiration. Her profound qualities—strength, elegance, and authenticity—have significantly shaped Simon Porte Jacquemus’s vision and continue to embody the essence of the Jacquemus woman.
Jacquemus is no stranger to celebrity influence, having hosted numerous stars in past campaigns and runway presentations, including the likes of Gigi Hadid, Kendall Jenner, BLACKPINK’s Jennie, and Emily Ratajkowski. Yet, this heartfelt gesture of appointing his grandmother as the brand's first ambassador has struck a sentimental chord, prompting the fashion community and social media to celebrate this touching familial bond.
