Jon Gries goes bananas in the new Jacquemus campaign

The reasons why Jacquemus would go bananas are many these days: between the recent celebration of its 15th anniversary, the opening of its new store in Los Angeles last week, and the appearance of its creations in the third season of The White Lotus, it's safe to say Jacquemus is grinning from ear to ear. A contagious smile and mood, judging by its latest campaign featuring Jon Gries, American actor and star of the aforementioned series. But while both the brand’s summer pieces and the charisma of the sixty-year-old actor may make us blush and turn us tomato red, the campaign revolves around an entirely different color: yellow. A favorite of Simon Porte Jacquemus, inspired by the sun of his beloved Provence, but especially by bananas, which are omnipresent in this campaign.

The fruit was already the common thread of the opening of the Los Angeles Boutique, located on Melrose Avenue, in Western Hollywood, which opened its doors on April 24 and welcomed its first clients into a space filled with bananas and furniture matching their shades of yellow. But the choice of banana is of course no coincidence: back in January, the fruit already appeared printed on a dress from the La Croisière collection, presented in Paris in the former apartment of architect Auguste Perret. Meanwhile, in June 2024, in a video made by Loïc Prigent taking us through the brand's new Parisian headquarters, Simon Porte Jacquemus shows his love for banana yellow (never mind the trending butter yellow), visible on the walls, sculptures, cups, and clothes. We don’t yet know if banana yellow will be the color of the season or even the year, but one thing is certain: the Jacquemus vibe, Jon Gries’s smile, and the campaign itself are the little energy and vitamin C boost we needed.