What other surprises does Jacquemus have in store for us?

Major announcements and new developments at Jacquemus have been pouring in over the past few weeks. Following the opening of two stores across the Atlantic, a partial acquisition by L’Oréal, and consequently the launch of a beauty line alongside ready-to-wear, a collaboration with Apple, and a return to the official Fashion Week calendar, today, the French brand announces the arrival of a new member to its team: a CEO. Or rather a female CEO, as it is none other than Sarah Benady, who joins from Celine, where she led North American operations, officially taking on her role at Jacquemus this Tuesday morning. It's a timely arrival, given the recent desire of the brand's founder, Simon Porte Jacquemus, to see and aim ever higher, and he will certainly have more time to concentrate on the creative side of the brand. But what does her arrival really mean, and how will it change things for Jacquemus in the coming months?

Already in late January, Jacquemus revealed in an exclusive interview with WWD that he had been searching for a year for someone to support him, stand by his side, and "fully embrace what he has always envisioned for this house." Since 2023, after the departure of Bastien Daguzan, who briefly held the CEO position for just a few days, it was Simon Porte Jacquemus himself who managed not only the creative side, from designing clothes to storytelling and brand marketing, but also the entire administrative and bureaucratic aspect. However, while the young Southern designer’s desire to remain independent remains strong, the increasing number and scale of his projects make it difficult to manage everything without delegation. This year alone, Jacquemus has overseen the launch of a brand elevation campaign and made significant strides in retail, opening self-managed stores in New York and London, as well as franchises in Seoul and Dubai. Benady’s arrival will therefore be a great opportunity for him—not only to gain time, energy, and creative freedom but also to collaborate with another mind, align visions, brainstorm, and rely on her expertise to expand into other international markets, grow the emerging retail network, and enter the beauty industry with French giant L’Oréal.

Fortunately, the minds of Jacquemus and Benady not only seem to have aligned but also appear equally thrilled about this new collaboration. “When I first spoke with Simon, I immediately felt that he was the designer of our century,” Benady told WWD. “There is something very special about him—his energy, his work, his authenticity. He radiates something very bright, very warm, and people naturally want to be around him. There is nothing more energizing than being able to support his vision and brand. Not many brands are just 15 years old and have achieved so much at this stage.” She continued, citing Jacquemus' iconic it-bags like Le Chiquito and Le Bambino, the promising style of La Pochette Rond Carré, and partnerships with top-tier companies such as Nike and Apple. Jacquemus, in turn, described feeling an instant connection with Benady: “someone with an entrepreneurial mindset but also a love for the product... We shared the same feeling and the same ambition for the brand, for the direction we want to take... It’s about finding the right balance between growth and brand protection.”

And this growth that Jacquemus speaks of is already well underway: by the end of April, the first Jacquemus store in Los Angeles will open at 8800 Melrose Avenue, followed by the Miami store in early 2026. These international openings are crucial, although Europe remains the primary focus for future standalone boutiques, according to the designer. That said, he continues to dream big and doesn’t limit himself to borders: “There is room for Jacquemus in South America. Asia is also a significant potential market,” he stated, also highlighting the performance of his store in the Dubai Mall, which opened in April 2024 with Chalhoub Group as a partner. “We could open more stores in that mall because it's been a huge success,” he told WWD. In addition to its permanent and online stores, the brand has also been experimenting for years with seasonal boutiques, always with immaculate aesthetics and often in dreamy destinations like Saint-Tropez, Ibiza, Monaco, Capri, Courchevel, and Mykonos, which have been met with great success. “Every day, we set new records for the number of customers at Courchevel and New York,” he confirmed.

That being said, even its permanent stores in more accessible, albeit colder, locations evoke admiration: whether on Avenue Montaigne in Paris, Spring Street in New York, or New Bond Street in London, the Southern designer continues to attract customers with a strong storytelling approach and a brand elevation strategy that makes Jacquemus special and highly desirable worldwide. “My more elevated silhouettes resonate with the new Jacquemus era,” he stated, citing his famous Ovalo blazer, priced at €1,190, as an example. The arrival of a new CEO ready to take on the challenge at Jacquemus seems like a promising step forward amidst all these emerging projects and transformations that are propelling the brand in the right direction. While it remains to be seen how Sarah Benady will steer Jacquemus’ future, one thing is certain: the appointment of a woman to such a key leadership role is already a victory in itself.