Jacquemus just named Simon Porte Jacquemus’ grandmother, Liline Jacquemus, as the label’s first brand ambassador — and there’s a lot to unpack.
Jacquemus has named its first-ever brand ambassador — and the choice is as intimate as it is unconventional. The Paris-based fashion house revealed Liline Jacquemus, the grandmother of founder and creative director Simon Porte Jacquemus, as the inaugural face of the label.
Born in 1946 and raised in Alleins, a farming village in the South of France, Liline Jacquemus grew up surrounded by rural landscapes, agricultural rhythms, and a set of values shaped by work, independence, and family. Raised by an Italian single mother, her life predates the brand — yet her presence has long informed it. Long before Jacquemus existed as a label, she served as a point of reference for Porte Jacquemus’s ideas of elegance, simplicity, and strength, qualities that have underpinned the house since its founding.
In positioning his grandmother as the brand’s first ambassador, Porte Jacquemus makes the lineage explicit. It is a move that reframes the idea of “heritage” — shifting it from archive to living memory. And once that realization landed, here’s what came to mind when I saw the news:
- First thought: she looks incredible.
- Second thought: a grandmother ambassador is the anti-nepo baby discourse we didn’t know we needed.
- Imagine being so secure as a brand that you say, “Actually, our muse is lineage.”
- “Actually, our icon is at home. Gardening.”
- I love what “heritage” actually looks like.
- Of course her name is Liline!
- She has the calm confidence of someone who knows how to grow things.
- Farmers’ kids always have the best instincts.
- Blue Zones, but for your closet. So in.
- I love that the flex isn’t youth; it’s continuity.
- Can’t you just hear her laugh?
- Suddenly, I’m thinking about my own grandmother.
- She would let us play dress-up in her closet back in the day, like it was a museum after hours.
- This feels like dress-up in reverse.
- It’s giving “I’ve lived a life; the clothes are lucky to be here.”
- Born in 1946 and somehow still ahead of the curve.
- The South of France energy is palpable — sun-warmed stone, fresh air, birds chirping.
- Also: imagine being the grandmother who gets the call.
- “Nonna, do you want to be the face of the house?”
- She looks like she knows when to salt pasta water properly.
- I trust her judgment implicitly.
- Fashion loves youth; style loves memory.
- Did I just make that up? It’s pretty good.
- The campaign feels like a thank-you note.
- It also feels like a mic drop.
- If this is the vibe, 2026 might turn out okay?
- Also, can we all start aging without apology?
- Maybe I’ll cancel my next Botox appointment.
- There’s something radical about a brand admitting where it comes from.
- I’d like to see Shein try that.
- This makes me want to call my family.
- And wear all of my good clothes right now.
- I’m picturing my future grandchildren someday rummaging through my closet.
- I should save everything for them.
- The industry talks about authenticity a lot.
- This is what it looks like when it’s not a strategy.
- It’s the opposite of a stunt, which is why it works.
- I love that this didn’t come with a manifesto.
- Grandmothers don’t do manifestos?
- But I would totally read hers.
- Tthe house didn’t overexplain it.
- Because family doesn’t need footnotes.
- It’s fashion remembering who dressed us first.
- Grandmothers teach us how to stand.
- And how to let fabric fall where it may.
- This feels like fashion growing up.
- Or maybe remembering it already had.
- Gosh, she’s clearly been chic way longer than any trend.
- I hope this opens the door for more real muses.
- Mostly, I hope she knows she looks absolutely perfect.
- Who am I kidding? She definitely knows.
Related on Ethos:
