Jacquemus’ Grand Entrance in New York: Soho Store Opening

In October, celebrated French luxury brand Jacquemus made its U.S. retail debut in New York’s vibrant Soho district. Known for whimsical designs and viral marketing, Jacquemus chose 143 Spring Street as its new location. The store embodies the label’s playful yet chic aesthetic, blending French charm with modern minimalism. The opening event was quintessentially Jacquemus—engaging, unexpected, and visually captivating.

An Immersive Pop-Up Breakfast: Croissants, Clutches, and Golden Tickets Await

To kick off the weekend-long celebration, Jacquemus hosted an immersive breakfast pop-up in front of the store. Meanwhile, a truck, styled after the brand’s iconic “Rond Carré” clutch, served buttery croissants and fresh mandarin juice to excited patrons. Additionally, to add mystery, some lucky attendees discovered golden tickets in their breakfast bags. These tickets, in turn, could be exchanged for a coveted “Rond Carré” clutch inside the store.

Simon Porte Jacquemus officially unveiled the new boutique on Friday, October 18, with a ribbon-cutting ceremony. The event drew massive crowds, as New Yorkers queued up early, eager to be the first to explore the brand’s stateside offering. In his signature down-to-earth style, Jacquemus mingled with fans and students from the Fashion Institute of Technology, many of whom had recently seen him honored at the 2024 Couture Council Awards.

A Fusion of Cultures: The Store’s Design Combines Provencal Charm with New York Energy

The store is imbued with the designer’s vision, merging Provence’s sunlight with New York’s energy. Meanwhile, expansive glass windows flood the interior with light, perfectly highlighting a staircase inspired by southern France. This staircase invites visitors through the space, where Jacquemus’s handpicked art and furniture add a distinctive touch, blending fashion with artistic expression.

True to Jacquemus’ ethos of inclusivity and accessibility, the brand’s playful spirit was evident throughout the weekend. Jacquemus highlighted that he designed the store and brand to be “a generous, big-smile brand” where everyone feels welcome.

For the Soho boutique, Jacquemus also introduced New York-specific items, including a reusable coffee cup, a baseball cap, and a limited-edition sweatshirt—perfect for both locals and tourists looking to take home a piece of the designer’s magic. 

The Soho store marks a major milestone for Jacquemus as he expands his global presence. The New York opening is only the beginning, with plans for a second U.S. store already underway in Los Angeles. Staying true to his independent spirit, Jacquemus remains, continually evolving his brand while staying closely connected to his loyal followers.

With its charming truck, sunny Provencal vibes, and stylish New York crowd, the Jacquemus opening is more than just a store launch. It’s a celebration of a brand that has captivated fashion lovers around the world with its bold creativity and inclusive ethos.