Newsletter 57: The XXL Dream That Started Small💸
HEY CONVERSION QUEENS 💸👑
Have you ever wondered how a minimalist fashion label with tiny handbags and dreamy runway shows became one of the most talked-about brands in luxury fashion?
This week, we’re diving into Jacquemus' journey — a masterclass in how intimate storytelling, bold visuals, and authentic branding can create massive demand in an oversaturated market. Let’s break it down!
SIS, LET’S CATCH A CASE
FROM SMALL TOWN TO FASHION CROWN
Jacquemus was founded in 2009 by Simon Porte Jacquemus, a young French designer from the small town of Salon-de-Provence. After the tragic passing of his mother, Jacquemus moved to Paris at 18 with the dream of honoring her memory through fashion. He launched his brand with minimal resources, hand-making garments and promoting them creatively — famously dressing friends and sneaking into Vogue Fashion Night Out events to generate buzz.
Jacquemus targets a core audience of fashion-forward millennials and Gen Z consumers who crave authenticity, minimalism, and a touch of escapism. His brand leans into a warm, sun-drenched aesthetic inspired by his upbringing in the South of France, evoking feelings of nostalgia, simplicity, and joy. His marketing tactics are anything but traditional: instead of celebrity endorsements or flashy ad campaigns, Jacquemus creates emotionally charged visuals, intimate storytelling, iconic product moments (like the viral "tiny bag" trend), and highly curated runway shows often staged in lavender fields or wheat fields. These surreal, Instagram-perfect events drive massive organic social media coverage.
What truly sets Jacquemus apart is his ability to transform fashion into a feeling — not just a product. In an industry obsessed with logos and prestige, Jacquemus invites consumers into a world where fashion is about personal memories, artful simplicity, and feeling connected to a slower, more romantic life. His story-driven brand positioning has helped Jacquemus break through the saturated luxury market and build a cult following that converts not just because of the clothes, but because of the emotional world he created.
POSITION YOUR BRAND TO WIN
1. 💸👑Build an Emotional Brand World: Jacquemus doesn’t just sell clothes — he sells a feeling of carefree, sun-drenched simplicity. Every collection, show, and campaign reinforces a dreamy lifestyle, making customers feel like they’re stepping into a story, not just buying a product.
2. 💸👑Leverage Strategic Minimalism: From product design to website experience, Jacquemus focuses on clean, minimalistic aesthetics that allow the brand’s core essence to shine. Less clutter means stronger brand recall and a sharper emotional impact.
3. 💸👑Use Playful Exaggeration (XXL Marketing): Jacquemus cleverly uses oversized props, bags, and hats to spark curiosity, dominate social media, and create viral moments. This playful, surreal touch doesn’t just grab attention — it solidifies brand identity in a sea of sameness.
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1. 💸👑 The Cartier Women’s Initiative Awards provide up to $100,000 in funding to early-stage, women-led, for-profit businesses with a strong social or environmental mission. Eligible applicants must have been incorporated between June 2019 and June 2024, be revenue-generating since June 2024, and have raised no more than $2 million in dilutive funding. Winners also receive executive coaching, media visibility, and a year-long fellowship. Applications close on June 24, 2025. Apply here!
2. 💸👑The Ulta Beauty MUSE Accelerator is a 10-week program designed to empower early‑stage BIPOC beauty brands—covering categories like hair, skincare, fragrance, and nail—with mentorship, retail strategy, and expert-led training. Participating brands receive guidance from Ulta leaders and industry experts on product development, financial management, positioning, and retail readiness, all aimed at helping them scale and prepare for national distribution. Apply here!
3. 💸👑 The Galaxy Grant: Hidden Star offers $1,500 grants to women and minority entrepreneurs to support their businesses. To qualify, applicants must be women or minority business owners at any stage of business. Winners gain access to additional resources through the Galaxy of Stars community. Apply here!
INVEST IN YOUR BRAND, SIS
Thanks for reading, Queen.
