Jacquemus's guide to Marseille The Mediterranean aesthetic of the city told by the designer in a series of Instagram videos
France is more than just Paris – something Simon Jacquemus never tires of reminding his followers. The designer is originally from Salon-de-Provence, one of the most beautiful towns in rural France told through his social media and his collections – a town that is forty kilometers from Marseille, the second largest city in France, as well as a real capital of that particular type of Mediterranean aesthetic that distinguishes the French Riviera. Yesterday, Jacquemus decided to share with his two million and four hundred thousand followers his personal tips for exploring the city listing the best restaurants, bars, hotels and shops as well as the most romantic locations in the city. The "Jacquemus City Guide" as the designer himself called it is affectionately titled Mon Marseille.
The designer's is an affectionate appropriation/celebration that began years ago with the publication of the photo book Marseille Je T'Aime in 2017 and especially with the show of the SS19 collection held two years ago in the beautiful Calanque de Sormiou, tiny beach just outside the city. After overcoming the lockdown with one of the best social media strategies seen in recent times and breaking the internet with the Facetime campaign starring Bella Hadid, the casual guide Mon Marseille represents the new chapter of that narrative brand that Simon Jacquemus has been cultivating for years. The video guide of your home city is a great way to give the trend of Mediterranean aesthetics a completely personal spin - a format not without economic potential, given the explicit endorsement given to specific commercial establishments in the city that might seem to be that of an influencer (remember that part of Jacquemus's business also takes place in the field of catering, with two premises in Paris) if it were not for that veil of autobiographism that makes the video guide more.
