Jacquemus

Apr 2025

In the latest campaign from Jacquemus, titled Going Bananas for Jon, the luxury fashion house masterfully leans into surrealism to craft a series of visuals that are as humorous as they are high-concept. Featuring actor Jon Gries as the central talent, the campaign trades traditional runway gloss for a whimsical, pastoral aesthetic that feels both deliberate and delightfully absurd. Through the lens of photographer Andrew Jacobs, the project utilizes natural light to illuminate an array of eccentric, color-blocked scenarios ranging from an astronaut standing on a putting green to a man posing with an alpaca and a silver platter of fruit. Under the visionary direction of creative director Simon Porte Jacquemus, the imagery functions as a masterclass in editorial minimalism, where the playful repetition of bananas serves as a recurring, vibrant motif against muted, manicured landscapes. The styling, curated by Jay Massacret, expertly balances crisp white linens and monochromatic tailoring with the brand's penchant for sharp, modern silhouettes. By employing a clean, live-action technique, the team transforms ordinary outdoor settings into a staged, cinematic narrative. This project successfully bridges the gap between high-end commercial fashion and conceptual art, proving that luxury fashion houses can effectively leverage wit and intentional eccentricity to command attention while maintaining a strictly polished and highly curated visual identity.

Commercial, Lifestyle

Natural light

Luxury Fashion Houses, Fashion