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The French fashion house Jacquemus, led by visionary designer Simon Porte Jacquemus, has once again captured the industry’s attention with its latest campaign, a bold and whimsical celebration of the absurd. The campaign introduces an unexpected star: Jon Gries, the 67-year-old actor renowned for his role as Greg Hunt in the hit series The White Lotus. Gries, with his seasoned charm, steps into the spotlight as the new face of Jacquemus, embodying the brand’s signature blend of playfulness and avant-garde style in a series of kitsch images that revel in the tension between the surreal and the humorous.
At the heart of the campaign is an unconventional motif: bananas, which serve as the quirky central theme threading the visuals together. Shot on a golf course, the campaign captures Gries in a variety of everyday scenarios—strolling leisurely, driving a golf cart, or leaning casually against a yellow car—all while dressed in Jacquemus’ bold designs. These include impeccably tailored suits, relaxed boxers, and pants adorned with vibrant banana prints, showcasing the brand’s knack for transforming the mundane into the extraordinary. The imagery channels Jacquemus’ distinctive aesthetic, where high fashion meets tongue-in-cheek humor, creating a visual narrative that is both accessible and delightfully eccentric.
This banana obsession is not a new flourish for Simon Porte Jacquemus. The designer has previously woven the fruit into his creative repertoire, notably during the Le Croisière show in January, where a dress emblazoned with banana prints turned heads. The motif resurfaced at the grand opening of Jacquemus’ new Los Angeles flagship store, which featured a theatrical banana market stall, further cementing the fruit as a playful emblem of the brand’s identity. This latest campaign builds on that legacy, pushing Jacquemus’ boundary-defying vision into fresh territory while spotlighting Gries as an unconventional yet captivating muse. As the fashion world buzzes with anticipation, this campaign reaffirms Jacquemus’ unparalleled ability to surprise, delight, and redefine modern luxury.
Photos: Jacquemus