Jacquemus’ Grand Entrance in New York: Soho Store Opening and Pop-Up Breakfast Event

Hundreds gathered early on Friday morning, eager to welcome the Parisian designer as he made his New York debut.

Photo: Jacquemus

This October, the celebrated French luxury brand Jacquemus, known for its whimsical designs and viral marketing moments, made its U.S. retail debut in the heart of New York's Soho district. Situated at 143 Spring Street, the new store stands as a beacon of the label’s playful yet chic aesthetic, marked by its distinctive blend of French Provencal charm and modern minimalism. The event marking the opening was quintessentially Jacquemus—engaging, unexpected, and visually captivating.

To kick off the weekend-long celebration, Jacquemus hosted an immersive breakfast pop-up in front of the store. A truck designed to mimic the brand’s famous “Rond Carré” clutch parked outside, serving buttery croissants and fresh mandarin juice to excited patrons. A touch of mystery and excitement came in the form of a hidden surprise—some lucky attendees discovered golden tickets in their breakfast bags, which could be exchanged for a coveted “Rond Carré” clutch inside the store.

The new boutique was officially unveiled on Friday, October 18, with a ribbon-cutting ceremony led by the brand’s founder, Simon Porte Jacquemus. 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.

Photo: Jacquemus

The store itself embodies the designer’s vision of Provence sunshine meeting the energy of New York. Large glass windows bathe the interior in light, complementing the southern French-inspired curved staircase that leads visitors through the space. The interior is curated with art and furniture handpicked by Jacquemus, adding a personal touch that reflects his unique fusion of fashion and art.

True to Jacquemus’ ethos of inclusivity and accessibility, the brand’s playful spirit was evident throughout the weekend. In speaking about the opening, Jacquemus emphasized that the store and brand are designed to be “a generous, big-smile brand” where everyone is welcome—an attitude that resonates strongly in the diverse and dynamic New York fashion scene.

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 an important milestone for Jacquemus as the brand expands its global footprint. The New York opening is just the beginning, with plans for a second U.S. store in Los Angeles already underway. True to his independent spirit, Jacquemus remains hands-on, constantly evolving his brand while staying connected to his loyal followers, who appreciate his fresh, boundary-pushing approach to fashion.

With its charming breakfast truck, sunny Provencal vibes, and stylish New York crowd, the Jacquemus Soho 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.