The Jacquemus 10th anniversary show is all one wants to wear for vacation

But still people ask: isn’t it supposed to be more?

I was following the Jacquemus show yesterday like a mad person. I was sitting at dinner, but I could not do the polite thing and put down my phone: I was mesmerized. The location, a lavender field in Valensole in south of France was just breathtaking and I swear I could smell the full bloom lavender through my screen. I don’t know, it also could have been the girls sitting next to us wearing a bit too much perfume. I felt as I was there. 

Image via Vogue
Image via Vogue

I’ve always had a hard time with expectations. They always lead me to want more than I can have. Summer is one of those things. I fantasize about how the summer is gonna change my life. I am gonna be happier, have more time to spend in nature, go out to dinner with my boyfriend and laugh until midnight over drinks with friends. I am also gonna have the best summer wardrobe, cool and bold but effortless. Reality rarely looks like that. Instead, I am sweating through all my clothes in a not that effortless way. I am swamped in work so that extra time to spend in nature, maybe getting a tan and just *breath* is something I can barely fit in. Just like the rest of the year (minus the tan). And all those date nights with my boyfriend and late drinks with friends do happen, but not every day like I imagine. 


“I’ve always had a hard time with expectations”

Don’t get me wrong, summer is great and this is not me complaining, but summer comes with a lot of expectations and pressure. I don’t handle that well. But what does this have to do with the Jacquemus show in Valensole last night? 

I am a sucker for reading comments on Instagram. I find people who think their opinion is the only one that matter quite amusing I must say. So I went to a few comment sections after the show and some people were disappointed. And not to take sides, but like, how? Is a fudging lavender field with a runway in the middle of it, with 65 models with 65 looks walking down, made by a designer born 1990 not enough? Why are people so eager to judge and be disappointed? Are fashion built upon too high expectations? That’s a rhetorical question.

I am not innocent, I do the same thing to myself. And these comments are one in a thousand positive ones, but it got me thinking about the pressure we put on fashion to always be more than clothes and what that leads to. 

But to return to Jacquemus and the Spring Summer 2020 collection, I really don’t have anything more to say except: I will be fantasizing about wearing exactly that on my next vacation. Did I hope for more than I got? I don’t know. But I do know this, in a fashion industry where everything must be outrageous and wild to stand out and meet peoples expectations, can’t wearableness be the next revolt? 

Published 25/06/2019

Fanny Ekstrand is a writer, creative consultant and founder of Hobnob. She says she is the master of vintage shopping and knows all the pasta dishes in the world.

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