Jacquemus Takes Over Paris Runway with iPhone 16 Pro Max
As the highly anticipated Jacquemus Spring 2025 “La Croisière” Paris runway approaches, designer Simon Porte Jacquemus has announced a major update: the entire show will be shot on the new iPhone 16 Pro Max.
In a press release, the brand revealed that a special installation at the venue will seamlessly incorporate the iPhone into the show’s scenography, providing guests with an interactive experience. This collaboration between Jacquemus and Apple showcases the fusion of fashion and technology, captivating audiences worldwide. More details will be announced in the near future.
In an interview with Vogue, Porte Jacquemus explained, “Jacquemus, the brand, was built on an iPhone. In my early days, I shared pictures of my showroom, my best friend, and my shows. I was taking pictures with my iPhone and it was an easy way to interact with my audience. So, I came up with the idea of filming the show with iPhones and no humans.” The show will feature 17 cameras placed around French architect Auguste Perret’s former home, seamlessly integrated into the setup to capture both runway photography and close-ups of the looks.
Porte Jacquemus also shared that the iPhone’s capabilities allow for unique shots, saying, “We can place iPhones in places where we usually would not be able to have a camera. We can place an iPhone to reflect off of a mirror, which adds a lot of poetry. It’s really nice.” The show will also utilize the iPhone’s cinematic slow motion feature for video footage.
With only 45 guests in attendance at Perret’s residence, the show promises to be an intimate and exclusive experience. Stay tuned to Hypebeast for more coverage of Fashion Month.
