Simon Porte Jacquemus - arguably the most joyful Millenial French designer and purveyor of beautiful imagery to exist in this moment - has released his new L'AMOUR ss21 collection campaign, featuring a group of sxc individuals and couples getting cozy to celebrate unbridled love and affection.
Landing at a time when making out with a complete stranger just isn't what it used to be, Jacquemus is reminding us of sweet, sweet human touch in L'AMOUR. In the images, couples are kissing, cuddling, holding each other adoringly or positioned in more sensual embraces, all the while dressed as we would love to exist: in Jacquemus’ oversized, slouchy tailoring, cargo pants, baggy indigo denim, and branded cotton underpants and t-shirts.
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The campaign was shot by Tom Kneller and styled by Zoey Radford Scott, a seemingly perfect duo to have captured their subjects so comfortably.
It's basically everything we could want and more from life right now, and Jacquemus is serving us a reminder that anything is possible with a little love in the air. A self-professed romantic at heart, Simon Porte Jacquemus is no stranger to having a personal presence online. After captioning a series of images of himself and his boyfriend "LOVE ALWAYS WINS", Jacquemus took to Instagram stories to share that he was the target of homophobic comments following the images. In response, he wrote: "I will continue to share love and share happiness !! Even more." Could L'AMOUR be his "Even more"?
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If anything, it is refreshing to witness a brand championing diverse love and sexuality without cause. So often we see moments like this in fashion to make a statement of performative allyship, but in Jacquemus' instance, the message begins and ends with sex, love and happiness, the celebration of authenticity, and extremely good suiting. I can't be the only one that wants to be on that scooter.
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