On the anniversary of the debut of “Le Valérie”, the handbag named after Simon Porte Jacquemus’s late mother, JACQUEMUS debuts a new campaign, now starring French actress, Laure Calamy.
For the campaign, the handbag connects a series of intimate, playful vignettes that conjure Simon's early teenage years as a son outside of the camera frame observing and interacting with his mother. Set within the realistic surroundings of a family home, the short films capture spontaneous encounters, domestic rituals and amusing exchanges. Calamy portrays a woman whose innate humour and occasional eccentricities reveal a spirited endearingly unpredictable personality. As the archetypal “French mother” her attitude and mannerisms are instantly relatable.
Alternating between tenderness and comedy, the campaign draws on the actress's expressive presence, unpredictable personality and instinctive sense of timing. As “Le Valérie” sits atop a kitchen table or appears unintentionally left behind, the camera adopts Simon’s perspective, allowing ordinary situations to become small cinematic depictions of daily life.
The scenes underscore Le Valérie as a constant companion. With its upright construction, single handle and clean trapezoidal lines, “Le Valérie” revisits the structured elegance of 1930s handbags. Crafted in Italy, its architectural silhouette is softened by a distinctive fold, secured by a sculptural metal ring that has become a JACQUEMUS signature. To mark the occasion, “Le Valérie” arrives in four new variations: burgundy leather, dark burgundy embossed leather, orange leather and khaki shearling.
Having created a world around “Le Valérie” last year, JACQUEMUS continues to envision how a bag that speaks of exacting savoir-faire and craftsmanship can also be personal and timeless.
SHARE
