“The Chouchou”: 3 Reasons to Gift Jacquemus’ Latest Book This Christmas
This publication is also available in: 
Français 
Deutsch 
Italiano 
Español
Are you looking for a gift that smells like Provence this Christmas? By giving “Le Chouchou,” the third book by Simon Porte Jacquemus, to a fashion enthusiast, you are sure to make her happy.
Following the release of “Images” in 2010 and “Marseille je t’aime” in 2017, “Le Chouchou” is a beautiful fashion photography book that captures the Autumn-Winter 2023/2024 runway show of the Jacquemus brand. Among the models, you will find very familiar faces like Gigi Hadid and Kendall Jenner.
This work is the result of a collaboration between the Provençal creator and the famous British photographer Martin Parr.
1. Because “Le Chouchou” demystifies fashion
A Jacquemus fashion show in the gardens of the Palace of Versailles is a dream come true. Yes, but here’s the thing: by collaborating with artist Martin Parr, it’s not the glossy glamour that is sought after. The photographer, known for his ironic, humorous, and realistic style, completely demystifies fashion by making it relatable. He captures all the little improbable moments through vibrant snapshots.
“Le Chouchou” presents a true fashion documentary “With an anthropological and sociological approach to the profession.”
The brand states in the intention note accompanying the book that Martin Parr’s saturated and informal style “captured Simon Porte Jacquemus’s attention from a very young age, like a window both public and private into other worlds marked by a joyful sense of imperfection and chance.”
We won’t deny it; sometimes, people in fashion take themselves a bit too seriously! If this summer I recommended Loïc Pringent’s book that I adore, this winter, you will enjoy viewing fashion through the unique, vibrant, and humorous lens of Martin Parr.
2. Because Jacquemus’s vision of France is unique
He loves his native lands in the Marseille region so much that he made a previous book titled “Marseille je t’aime.”
Jacquemus is the creator who has the power to make anyone fall in love with Provence, and by anyone, I mean Rihanna and Beyoncé, both fans of the brand.
He repeats it often; he is a French creator first, and the south of France that he loves so much is an unlimited source of inspiration for him. He reinterprets the looks considered vulgar of the Marseille bimbos into fresh and joyful creations.
Few creators advocate happiness and ask their models to smile while they walk the runway.
3. Because “Le Chouchou” reveals the secrets of the Jacquemus show
Which fashionista doesn’t want to see the backstage, the preparation of models’ beauty routines, the hustle and bustle in the wings, the show, and the chic guests rushing for hors d’oeuvres once the show is over?
By choosing to collaborate with Martin Parr, the brand highlights its deep values: optimism, authentic communication, and a light-hearted spirit.
The photographer perfectly enhances the Versailles landscapes illuminated by the chic guests of the show. He offers in this beautiful 232-page book a playful look at everything that happens during a fashion show. The photos are rich, colorful, fun, and truly represent the sparkling universe of the 33-year-old young creator.
A fashion book unlike any other to gift for a little dose of tangy happiness, and who knows, maybe you will find it under the Christmas tree this year!
image on the cover: © Jacquemus Autumn-Winter 2023/2024 show
