In a world obsessed with youth and celebrity, one designer just flipped the script in the most heartwarming way possible. Simon Porte Jacquemus, the mastermind behind the globally adored Jacquemus brand, recently made an announcement that left the fashion world both charmed and deeply moved. Two days ago, he teased his Instagram followers with a cryptic message: “Good evening. This week I’ll announce my very first Jacquemus ambassador… I can’t believe it. See you soon.” Speculations ran wild. Was it K-pop icon Lisa, who stunned in a custom Jacquemus dress at the Golden Globes? Or perhaps Kendall Jenner or Bella Hadid, both runway regulars and off-duty muses for the brand? But here’s where it gets truly unexpected: the new ambassador isn’t a celebrity or supermodel—it’s Jacquemus’s 79-year-old grandmother, Liline Jacquemus.
In his Instagram reveal, Jacquemus wrote, “Before anything, there was her. Before Jacquemus even existed, she was already my inspiration. Her strength, her elegance, her authenticity… she shaped the way I see women, and the way I imagine the maison.” This isn’t just a sentimental gesture; it’s a bold statement about the women who have always been at the heart of his creative vision. Liline, along with his late mother, has long been a muse for the designer. During the 2020 pandemic, Jacquemus even photographed his grandmother at home for a summer campaign, cementing her place in the brand’s narrative.
And this is the part most people miss: while the announcement is undeniably heartfelt, Jacquemus also injects his signature humor into the mix. At the end of his post, he playfully outlined the “contractual commitments” Liline must uphold, including adhering to a “full Jacquemus look policy at all times” and never being associated with any other fashion house. It’s a tongue-in-cheek reminder that even in the most emotional moments, Jacquemus knows how to keep things light and relatable.
In an era where luxury fashion is drowning in celebrity ambassadors—Chanel has over 22, Dior boasts 33 (or 34, with Taylor Russell’s recent addition)—Jacquemus’s move feels refreshingly subversive. But here’s the controversial part: is this a genuine celebration of timeless beauty and family, or a clever marketing stunt? Either way, it’s undeniably impactful. By placing an older woman at the center of his brand universe, Jacquemus challenges the industry’s youth-centric norms. It’s a powerful statement, especially when brands like Loewe (casting Dame Maggie Smith, 88, in 2023) and Céline (featuring Joan Didion in 2015) remain rare exceptions in a sea of youthful faces.
Here’s the bigger question: Why aren’t more brands recognizing older women not just as muses, but as viable luxury consumers? Liline’s appointment isn’t just a viral moment—it’s a call to action. As we applaud Jacquemus for this move, it’s worth asking: Are we ready to see more faces that get better with age, both on and off the runway? And will other brands follow suit, or will they stick to the tried-and-true celebrity playbook?
In any case, seeing Liline get her well-deserved moment of internet fame this morning was nothing short of fabulous. She’s a star in every sense of the word—and let’s hope that contract isn’t too binding. After all, at 79, she’s earned the right to break a few rules. What do you think? Is Jacquemus’s move a game-changer, or just a clever PR stunt? Let’s debate in the comments!
