A Fashion House Picks Its First Ambassador

For the first time in its history, Jacquemus has named a brand ambassador – and in true Jacquemus fashion, it's not a celebrity or influencer, but founder Simon Porte Jacquemus' own grandmother, Liline.

Described as "the original icon", Liline was born in 1946 and raised in the sun-soaked village of Alleins in the South of France.

Simon credits her strength, elegance and authenticity as the guiding force behind his vision of femininity and the Maison itself. Now, she's front and centre of the brand's storytelling.

In a tongue-in-cheek manifesto, Jacquemus lays out the ambassador's duties:

• Always bring homemade pastis and tapenade to events • Arrive fashionably early (not late) • Never pose too seriously • Share family recipes at press dinners • Remind everyone that style has no age limit

The lesson here is rather beautiful. In a world obsessed with youth and celebrity, Jacquemus chose authenticity. They chose roots. They chose love.

Sometimes the most powerful brand statement isn't about what's new. It's about what's always been there.