Jacquemus to the Max-emus

Look out across at any fashion show front row, and a sea of iPhones will surely be looking back. Since the invention of smartphones, fashion editors have turned to the technology to document their picks of the season. It’s only natural, then, that these compact recording devices would eventually seep into the shows proper. But how to do this from a creative standpoint? Case in point: La Croisièr, Simone Porte Jacquemus’ Paris runway return, filmed entirely by the iPhone 16 Pro Max. 

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Known for his captivating fashion shows, Jacquemus has collaborated with Apple for his eponymous brand’s latest—and first in Paris since January of 2020. The result is a subversive twist on how a fashion show might be documented. Of course, the designer is no novice when it comes to unconventional modes of presenting his designs. In the past, he’s staged runway productions in Parisian swimming pools, as in his Fall/Winter 2013 collection, and at the Musée Picasso, in his Spring/Summer 2017 collection, La Bomba.

Set in the former home of French architect Auguste Perret, Jacquemus will host a small number of guests for his Fall/Winter 2025 show during Paris’ Men’s fashion week. Approximately 17 iPhones placed around the home will capture slow motion and close-up video and photo of the collection—using the iPhone 16 Pro Max’s high resolution, spatial-vision recording technology. There will be no humans behind any of the phone’s cameras. Post-show, the resulting content will appear in an all-encompassing installation within the venue. 

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This season, iPhones are transported from the sartorial clutches of the front row and integrated into the presentation itself. Much like Jacquemus’s broader ethos, this divergent approach to capturing live experiences will further pave the way for how collections are expressed through technology. 

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Jacquemus’ La Croisièr will be available to livestream January 26th, 2025 at 7:30 pm.