Jacquemus Back in Paris, Powered by Apple

Jacquemus Redefines Runway Photography with All-iPhone Show

In a groundbreaking move, Jacquemus has announced a partnership with Apple. The luxury fashion house will exclusively use the iPhone 16 Pro Max camera system to capture its highly anticipated ‘La Croisière’ co-ed runway show during Paris Fashion Week.

A captivating teaser video showcasing rapid user engagement on Instagram shows a robotic arm integrated with a smartphone precisely maneuvering to capture high-resolution close-ups of a black dress in motion on a dress form.

This groundbreaking collaboration between Jacquemus and Apple ‘exemplifies the fusion of fashion and technology, captivating audiences globally,’ the brand declared, hinting at further exciting developments to be revealed soon.

Jacquemus will transform the show venue into an interactive playground, seamlessly integrating the iPhone into the scenography to create a unique and unforgettable experience for attendees.

Known for its theatrical runway presentations staged in extraordinary locations, including a lavender field and the Palace of Versailles, Jacquemus, the fashion house founded by Simon Porte Jacquemus, is rejoining the official Paris Fashion Week calendar after a period of absence. The brand will present its collection on the concluding day of the men’s shows at 2 p.m.

In keeping with its tradition of unconventional show venues, Jacquemus forgoes traditional settings like grand halls or Parisian streets. This season, the runway takes centre stage within an iconic apartment, once home to celebrated architect Auguste Perret. The space, offering breathtaking Parisian panoramas, provides an intimate yet cinematic setting, further solidifying Jacquemus’ reputation for transforming unexpected locations into captivating fashion spectacles.

In a deliberate move away from the industry’s penchant for grand spectacles, Jacquemus limits guest attendance to just 45. This approach prioritises intimacy and fosters a deeper connection with the designs and the unique setting. Emphasizing shared experience over mass consumption creates a more intimate and meaningful encounter for those fortunate enough to be present.

Fashion Meets Technology

The decision to utilise iPhones exclusively for filming the show reflects a deliberate strategic alignment with Jacquemus’ modern brand identity. Renowned for its active engagement with fans through playful Instagram posts and behind-the-scenes content, the brand is leveraging this tech-forward approach. Strategically positioned iPhones will capture the show from various perspectives, delivering a dynamic and immersive viewing experience for the global audience.

Prepare to be mesmerised by live video captured in cinematic slow motion using the iPhone 16 Pro Max’s 4K120 fps Dolby Vision recording. The runway will come alive through the eyes of the iPhone, with its telephoto lens capturing breathtaking close-ups and stunning runway photography.

The collaboration between Jacquemus and Apple for this groundbreaking runway show signifies a powerful convergence of fashion and technology. By leveraging the iPhone 16 Pro Max’s impressive imaging capabilities, the brand showcases the device’s capabilities and reimagines the traditional runway experience. This partnership serves as a testament to the innovative spirit of both brands and sets a new standard for how fashion shows can be captured and experienced in the digital age.

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