In a bold move that challenges the very essence of luxury fashion, an 80-year-old grandmother has just shattered expectations by becoming the first-ever brand ambassador for designer Simon Porte Jacquemus. But here’s where it gets controversial: in an industry obsessed with youth and celebrity, Jacquemus has chosen not a supermodel or A-list star, but his own grandmother, Liline Jacquemus, to represent his globally acclaimed brand. This isn’t just a viral moment—it’s a statement.
Two days ago, Jacquemus teased his Instagram followers with a cryptic post: “Good evening. This week I’ll announce my very first Jacquemus ambassador… I can’t believe it. See you soon.” Speculations ran wild. Would it be K-pop sensation Lisa, who recently stunned in a custom Jacquemus dress at the Golden Globes? Or perhaps Kendall Jenner or Bella Hadid, both runway regulars for the brand? Wrong on all counts. This morning, Jacquemus revealed that his inaugural ambassador isn’t a household name—she’s the woman who inspired him long before his brand existed.
“Before anything, there was her,” Jacquemus wrote in his heartfelt Instagram announcement. “Her strength, her elegance, her authenticity… she shaped the way I see women, and the way I imagine the maison.” Liline Jacquemus, now 80, has been more than just a muse; she’s the emotional cornerstone of the brand. During the pandemic in 2020, she even starred in a Jacquemus summer campaign, photographed at home. Yet, while the sentiment is genuine, Jacquemus couldn’t resist adding a touch of humor to the announcement.
In a tongue-in-cheek twist, he outlined Liline’s contractual “commitments” as ambassador, including the mandate to “adhere to a full Jacquemus look at all times, without exception” and “not be seen, photographed, sketched, remembered, or emotionally associated with any Maison that is not Jacquemus.” It’s this blend of sincerity and wit that has endeared Jacquemus to his global fanbase, which includes It girls and fashion enthusiasts alike.
And this is the part most people miss: In an era of ambassador overload—where luxury brands like Chanel and Dior boast rosters of 22 and 34 celebrity ambassadors, respectively—Jacquemus’s choice feels refreshingly subversive. It’s a deliberate sidestep of the typical star-power-to-sales pipeline, timed perfectly during awards season. But is it just a clever marketing stunt, or a genuine shift in how we perceive age and representation in fashion?
Liline’s appointment is undeniably powerful, especially as it comes just two days before Jacquemus’s next show at the Picasso Museum in Paris. In an industry that still overwhelmingly prioritizes youth, this move stands out. Yes, there have been exceptions—like Jonathan Anderson casting 88-year-old Dame Maggie Smith for Loewe in 2023 or Joan Didion fronting Céline in 2015—but they remain rare. Jacquemus is not only celebrating an older woman as a muse but also recognizing her as a viable luxury consumer, a point often overlooked.
Here’s the thought-provoking question: Is this the beginning of a broader shift in fashion, or just a one-off gesture? As we applaud Jacquemus for his bold choice, let’s also ask ourselves: Why aren’t more brands embracing the timeless elegance and wisdom that comes with age? Share your thoughts in the comments—do you think this move will inspire change, or is it just a fleeting moment of brilliance?
