DUBAI: French designer Simon Porte Jacquemus has unveiled his eponymous brand’s Spring 2021 campaign — and it stars part-Moroccan models Nora Attal, Imaan Hammam and Malika El-Maslouhi.
Jacquemus, who launched his label in 2009 at the age of 19, presented his brand’s combined Spring 2021 Menswear and Womenswear collection — titled ‘L’Amour’ — via a physical show in a rolling wheat field, about an hour outside of Paris, last July during Men’s Fashion Week.
The newly released campaign images and accompanying video were shot by fashion photographer and filmmaker Oliver Hadlee Pearch in the same fields of wheat where the show was set.
For her part, British-Moroccan Attal – who is a runway fixture for Jacquemus – stunned wearing a cream-colored skirt and cropped blouse paired with the brand’s signature chiquito bag.
Meanwhile, Dutch-Egyptian-Moroccan Hammam was a vision in a flared, wheat-colored pinstripe jumpsuit with thin shoulder and chest straps.
22-year-old El-Maslouhi, who was born in Milan to an Italian mother and a Moroccan father, turned heads in a pair of coral, high-waisted trousers and a white, midriff-baring top.
The part-Arab models were joined in the campaign by other catwalk stars, such as Mica Arganaraz, Anna Ewers, Grace Elizabeth, Mona Tougaard and Jill Kortleve among others.
The designer also tapped Moroccan-Belgian rapper, singer and beatmaker Hamza to create the soundtrack for the campaign video.
The new collection, which featured both womenswear and menswear, served as an homage of sorts to the designer’s team.
“What’s so beautiful about L’Amour is how it can endure — sometimes even grow stronger — in the absence of people being together,” wrote the designer on Instagram of the offering at the time.
“Not long after my team was separated from each other, we were all in our homes feeling the desire to work, and a new vision of the collection emerged. We became a human chain, every step of the creative process executed with love,” he added.
The designer, who spent most of his time self-isolating with his grandmother in Provence during the pandemic, was inspired by the local values of the region. Miro’s poems, Provencal ceramic works, cherry trees and hand-knitted tablecloths were among the inspiration for the new collection.