In a delightful twist that redefines brand representation in the high-fashion world, renowned designer Simon Porte Jacquemus recently unveiled his 79-year-old grandmother, Liline Jacquemus, as the inaugural brand ambassador for his eponymous label. This unexpected yet deeply personal decision offers a refreshing departure from the industry’s typical embrace of celebrities and supermodels, celebrating instead the profound influence of family and authentic inspiration. The announcement has resonated widely, sparking conversations about age diversity and genuine connection in luxury marketing.
A Legacy of Inspiration: Jacquemus & His Grandmother Liline
The journey to this unique ambassadorship began with a cryptic Instagram post from Simon Porte Jacquemus, hinting at an imminent announcement regarding his first brand ambassador. Speculation quickly mounted, with names like K-pop sensation Lisa, Kendall Jenner, and Bella Hadid frequently mentioned, given their past associations with the brand. However, Jacquemus brilliantly subverted these expectations, revealing his beloved grandmother, Liline, as the chosen face. In a heartfelt message accompanying the news, he articulated Liline’s foundational role in his creative vision: “Before anything, there was her... She shaped the way I see women, and the way I imagine the maison.” This sentiment underscores Liline’s enduring presence as his muse, a role she has held since the brand’s inception. Notably, during the 2020 pandemic, Jacquemus even captured his grandmother in a summer campaign, further solidifying her artistic significance. The designer playfully outlined her contractual obligations, including a strict “full look policy” and an exclusive association with the Jacquemus brand, adding a touch of humor to this groundbreaking appointment. This initiative is particularly timely, coinciding with the brand’s upcoming show at the prestigious Picasso Museum in Paris, and serves as a powerful commentary on the luxury fashion industry's often overwhelming reliance on youth-centric marketing. While major houses like Chanel and Dior boast extensive rosters of celebrity ambassadors, Jacquemus's choice highlights a commedably refreshing and subversive approach to branding, championing the elegance and viability of older women as luxury consumers and muses.
This pioneering move by Jacquemus serves as a vibrant reminder that inspiration and brand value can emanate from the most authentic sources. By placing his grandmother, Liline, at the forefront of his brand, Simon Porte Jacquemus not only creates a viral moment but also champions an important message about age representation and celebrating the wisdom and grace that come with experience. In an industry often fixated on fleeting trends and youth, this decision encourages a broader perspective on beauty, influence, and consumer appeal. It’s a compelling call for brands to recognize and honor the diverse tapestry of humanity, suggesting that true style, like cherished family bonds, only improves with time.