Yahoo Lifestyle Jacquemus Continues Apple Partnership With New Campaign
OFFICE LIFE: If you ever wondered what goes on behind the scenes at Jacquemus, look no further than its latest campaign.
It is dropping on Instagram in a collaborative post between the fashion label and Apple.
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A continuation of its partnership with the tech giant initiated in January, “Just a normal day at Jacquemus ateliers” takes a closer look at the hustle and bustle of a workshop in a one-minute film.
Woven in are items from the brand’s La Croisière spring 2025 show, which went on sale right after the show. These include iterations on its Turismo bowling bag, its Rond Carré clutch and the double-breasted Fernando jacket.
Tapping the zoom functionalities of the iPhone 16 Pro Max device — additional hardware and software were also used — the film captures blouse-clad atelier workers at work, a birthday cake being brought to a coworker and models being measured and fitted in Jacquemus looks.
More surreal happenings are thrown in, too.
There are napping cats and a human taking a cat nap. Slices of toast are being ironed to golden perfection. One character is so busy taking it all in that he doesn’t notice he’s filled his cup with sugar to overflowing.
For its Jan. 26 show, the runway was captured in live video thanks to the iPhone’s cinematic slow motion feature, which uses 4K120 fps Dolby Vision recording. Meanwhile, runway photography was also taken with the device.
At the time, the fashion brand said the pairing “exemplified the fusion of fashion and technology, captivating audiences globally.”
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