SEOUL BLOOM: Jacquemus is on the move. After debuting its “café fleurs” concept in Paris, and staging a series of pop-ups around the world — the French brand has now landed in Seoul.
The latest pop-up from designer Simon Porte Jacquemus launched in the South Korean capital’s popular Seongsu neighborhood on Friday. The fluffy facade of the 2,000-square-foot space is meant to recollect the popular puff-flapped Bambimou bag.
Inside, the brand will host a café with eight drinks on the menu and flower shop featuring white Lisianthus bouquets, alongside accessories from Jacquemus’ fall 2023 “Le Chouchou” collection. Cherries featured heavily in the collection, as well as an ad campaign fronted by Gigi Hadid, and make their mark here in cherry-themed beverages.
The collection debuted in June with a show at Versailles, where models walked on a cherry-red carpet runway. The collection featured frothy skirts and panniered panties, puffballs and lingerie slip dresses, and cited royal references from Marie Antoinette to Princess Diana.
Jacquemus has become a bit of a pop-up master after debuting his first flower shop in Paris in 2021, at the height of pandemic-era restrictions. Since then the young designer has staged a series of ever original concepts, including his Barbie pink 24/7 vending machine concept in both Paris and Milan. His “Le Bleu” pop-up in London was designed after his own bathroom.
Accessories from this collection included the La Pochette rond carré clutch in black, white, silver and cherry red, as well as a cherry necklace.
He also launched a 232-page book titled “Le Chouchou,” which documents the collection.
Jaquemus’ most recent pop-ups were in Lake Como and Portofino, Italy, in May and June, respecitvely, and were dedicated to his summer collections.
The Seoul pop-up will run for 10 days until Oct. 29.
