ON THE PHONE: Forget about getting the best shot of Jacquemus’ Jan. 26 show on your phone.
The brand has announced it will team up with Apple to capture “La Croisière,” its upcoming Paris Fashion Week coed runway show, using the camera system on the iPhone 16 Pro Max device.
In a teaser shared on Instagram that drew thousands of likes in the space of five minutes, a robotized arm holding a smartphone can be seen rolling closer to a dress form to capture up-close shots of a black dress as it spins.
This pairing between Jacquemus and Apple “exemplifies the fusion of fashion and technology, captivating audiences globally,” the brand said in a statement, promising further developments to be “communicated in due course.”
Live video will be captured thanks to the device’s cinematic slow motion feature, which uses 4K120 fps Dolby Vision recording. Meanwhile, runway photography will also be taken on iPhones, as will close-ups using the telephoto capabilities.
The brand also said there would be an installation at the venue that will “seamlessly integrate iPhone into the scenography” for an interactive experience for showgoers.
Known for staging cinematic runway displays in spectacular locations including a lavender field, a salt mine and the Palace of Versailles, the brand founded by Simon Porte Jacquemus is returning to the official Paris calendar for the first time since 2021 with its 2 p.m. show on the final day of the men’s shows.
The show will be streamed with a delay at 7.30 p.m. local time.
The brand is searching for a minority investor to fund its ongoing retail growth and expansion into beauty. Stores in London’s New Bond Street and Soho in New York opened in the last quarter of 2024.
Jacquemus is also looking for a new chief executive officer, after the 2023 exit of Bastien Daguzan.
