Menswear is the fastest growing category at jaunty French label Jacquemus , which is one of the fastest growing brands in fashion right now, with sales that are roughly doubling every year. Why? Just ask Gwyneth Paltrow , who on Monday afternoon glided across the red brick roof of the Casa Malaparte on the island of Capri to take her front row seat for this season’s Jacquemus show. As she waited for the models to step out under a fierce Neopolitan sun, Paltrow, not exactly a fashion week regular, explained why she joined founder and designer Simon Porte Jacquemus for the occasion.
“You know, my son is getting very into fashion — he’s obsessed,” Paltrow told me as she hid from the rays under an umbrella. “I mentioned I got an invitation to Jacquemus, and my son said, Mom, you have to go. So I was like, Ok! ” If men’s fashion these days can feel unapproachable by design, too perplexingly cerebral or annoyingly pretentious, Simon Jacquemus is something of an antidote, making clothes from a shiny place of fun and confidence.
His slightly rustic, lightly-surrealist vision of French style has evidently caught a wave with young people around the world — the majority of the brand’s clients are younger than the 34-year-old designer. And on Monday, with some help from icon-to-Gen-Z Paltrow, actual Gen-Z icons Dua Lipa and Jennie, a significant 19th-century modernist villa, the ghost of Godard, and some pleasant maritime menswear, Simon Jacqueumus launched the first .