“The Chouchou”: 3 Reasons to Give Jacquemus’ Latest Book as a Christmas Gift
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Are you looking for a gift that smells of Provence this Christmas? By giving “Le Chouchou”, the third book by Simon Porte Jacquemus, to a fashion lover, you are sure to make her happy.
After the release of “Images” in 2010 and “Marseille je t’aime” in 2017, “Le Chouchou” is a beautiful coffee table book featuring fashion photographs that illustrate the Jacquemus Autumn-Winter 2023/2024 runway show. Among the models, you’ll find very familiar faces like Gigi Hadid and Kendall Jenner.
This work is the result of a collaboration between the Provençal designer and the famous British photographer Martin Parr.
1. Because “Le Chouchou” demystifies fashion
A Jacquemus fashion show in the gardens of the Château de Versailles is a dream come true. Yes, but here’s the thing: by collaborating with artist Martin Parr, it’s not really the glossy paper glamour that’s sought after. The photographer, known for his ironic, funny, and realistic style, completely demystifies fashion by making it human. He captures all the little unexpected moments through vibrant, colorful snapshots.
“Le Chouchou” presents a true fashion documentary “With an anthropological and sociological approach to the profession.”
The brand states in the intention note that accompanies the book that Martin Parr’s saturated and informal style “caught the attention of Simon Porte Jacquemus from a young age, like a window both public and private onto other worlds marked by a joyful sense of imperfection and chance.”
We can’t argue with that; sometimes people in fashion take themselves a bit too seriously! If this summer I suggested Loïc Pringent’s book that I adore, this winter, you’ll enjoy viewing fashion through the unique, vibrant, and humorous lens of Martin Parr.
2. Because Jacquemus’s vision of France is unique
He loves his native lands of the Marseille region so much that he created a previous book, “Marseille je t’aime”.
Jacquemus is the designer who has the power to make anyone fall in love with Provence, and by anyone, I mean Rihanna and Beyoncé, both fans of the brand.
He repeats it; he is a French designer first, and the south of France that he loves so much is an endless source of inspiration for him. He reinterprets the looks considered vulgar of Marseille bimbos to create fresh and joyful designs.
Few designers advocate for happiness and ask their models to smile while they walk the runway.
3. Because “Le Chouchou” reveals the secrets of the Jacquemus show
Which fashionista doesn’t want to see the backstage, the preparation of the models’ beauty looks, the hustle and bustle behind the scenes, the show, and the chic guests rushing for appetizers once the show is over?
By choosing to collaborate with Martin Parr, the brand highlights its deep values: optimism, authentic communication, and a lighthearted spirit.
The photographer perfectly enhances the Versailles landscapes illuminated by the chic guests of the show. He offers in this beautiful 232-page book a humorous look at everything that happens during a runway show. The photos are rich, colorful, fun, and truly represent the sparkling universe of the 33-year-old young designer.
A fashion book like no other to gift for a little dose of sweet happiness, and who knows, maybe it will be you who finds it under the Christmas tree this year!
Cover image: © Jacquemus Autumn-Winter 2023/2024 show
