Simon Porte Jacquemus' upcoming Spring 2025 collection will be photographed exclusively using the iPhone 16 Pro Max, marking a departure from traditional fashion show documentation. The presentation, titled "La Croisière", will take place at architect Auguste Perret's former Paris residence.
The show's setup includes 17 iPhone cameras positioned throughout the venue, with devices integrated into mirrors and architectural elements to capture unique perspectives of the runway and detailed shots of the garments. The intimate presentation will host 45 guests in Perret's apartment.
For Jacquemus, the choice of iPhone reflects the brand's origins. "Jacquemus was built on an iPhone", he told Vogue, referring to his early days of sharing personal photographs and behind-the-scenes content. "I was taking pictures with my iPhone to interact with my audience, which led to the idea of filming the show with iPhones and no human operators."
The collaboration aims to utilize the device's cinematic slow motion capabilities for video content. According to the brand's press statement, the installation will create an interactive element for attendees, with additional details to be announced before the show.
The location itself carries historical significance - Auguste Perret was an influential French architect known for his pioneering use of reinforced concrete and contribution to modernist architecture in the early 20th century.
The presentation is scheduled to take place next week in Paris, continuing Jacquemus' tradition of choosing architecturally significant venues for his collections.
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Kristin Kaye
Insatiably curious about human expression, she immerses herself in literature, theater, art, and dance. Her academic journey led to degrees in Modern Literature, where she delved into The Furioso, and Historical Sciences with a focus on Contemporary History. Her studies took her to the prestigious Erasmus University Rotterdam, broadening her international perspective.
Her passion for culture isn't confined to personal enjoyment—it spills onto the pages of various publications. There, she explores not only artistic endeavors but also civil rights issues and the myriad ways human culture manifests itself. For her, writing about these topics isn't just a profession; it's an irresistible calling that stems from her deep-seated fascination with the human experience.