Jacquemus Names His Grandmother as the House’s First-Ever Brand Ambassador
In a move that feels both intimate and quietly radical, Simon Porte Jacquemus has named his grandmother, Liline Jacquemus, as the brand’s first official ambassador. After years of fronting campaigns with global stars—from Jennie to Kendall Jenner and Bad Bunny—the designer turns inward, honoring the woman he calls “the most special in my life.”
The announcement arrives via a tender video in which Jacquemus presents Liline with his latest handbag, poignantly named after his late mother, Valérie—Liline’s daughter. It is a gesture that underscores how deeply personal the brand remains, even as it operates on an international stage.
Liline Jacquemus is no stranger to the house. A familiar presence in the front row, she made her modeling debut for the brand in 2020, during the height of the pandemic, becoming an unlikely yet instantly beloved face of the maison. Born in 1946 and raised in Alleins, a small agricultural village in Provence, she grew up in a family of farmers, shaped by rural life and raised by a single Italian mother.
Those origins are central to Jacquemus’s creative universe. His most recent collection, Le Paysan, draws directly from that pastoral heritage, reinforcing a narrative rooted in family, memory, and place. With this appointment, the designer pays tribute to the women who raised him and the values they passed down.
More than a symbolic ambassador, Liline embodies the soul of Jacquemus—a reminder that the brand is, at its core, a story of beginnings. As the house prepares to unveil its next collection at the Picasso Museum, the message is clear: in an industry obsessed with novelty, authenticity remains the most powerful statement of all.
