Written by Lindsay Hohmann
Edited by Ella Caverson
Jacquemus made history at Paris Fashion Week with the first-ever runway show filmed entirely on iPhones. The show, which showcased Jacquemus’ mid-century-inspired collection La Croisière, fused traditional styles with contemporary technology.
A star-studded lineup featuring Christy Turlington, Irina Shayk, and Adriana Lima brought the collection to life, creating a social media-ready spectacle. Jacquemus’ choice to film on iPhone is in sync with the increasing digitization in the fashion world and tailors their display to the digital consumer. This marks a significant milestone that highlights the continuous technological evolution in fashion. Modern Fashion Week guest lists heavily feature influencers who share their front-row views with their digital followers, expanding runway show accessibility to a global audience.
Simon Porte Jacquemes, known for his widespread social media fanbase, strove to convey a sense of intimacy in this collection. He shared with Vogue, “Jacquemus, the brand, was built on an iPhone. If you think of my early days: sharing pictures of my showroom, my best friend, my shows. I was taking pictures with my iPhone and it was very easy to interact with my audience, so I came up with this idea of just filming the show with iPhones and no humans.”
By “no humans,” Simon Porte Jacquemus deliberately set up iPhones throughout the venue with stands, capturing unique and humanless angles, a perspective that is rarely seen in traditional Fashion Week photography. The designer also shared that placing the cameras in unconventional spots “adds a lot of poetry” to the experience.
The show has received overwhelmingly positive feedback on social media, with fans praising its minimalistic and accessible use of technology. However, the Jacquemus show raises questions about the future of fashion photography and coverage. Will fashion shows continue to embrace a more “stripped-down” approach? Could this shift towards modern technology and a new means of photography redefine fashion media? Could this trend threaten to sideline traditional media coverage in the fashion industry as a whole?
In recent years, the use of technology in fashion runway shows has grown significantly. At the 2023 Paris Fashion Week, Coperni made waves by using Fabrican liquid fiber to spray a dress onto Bella Hadid live on the runway. According to WWD, this viral moment generated $26 million in media value, primarily on social media platforms. Dutch designer Iris van Herpen has garnered significant attention by creating intricate designs using 3-D printing technology. Although, using an iPhone may seem far less groundbreaking compared to these more technologically advanced applications, the shift is still noteworthy. It will be interesting to see if the Jacquemus show induces an evolution in media methods for showcasing Fashion Week. Will we witness the continued embrace of minimalist and accessible technology? Or will the fashion-tech pendulum swing back to the traditional means of photography and publication? Only time will tell…
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