Courtesy of Jacquemus
Jacquemus has announced its first-ever brand ambassador in the label’s 15-year-plus history. But rather than tapping friends of the brand like Dua Lipa, Kylie Jenner, or Jennie, designer Simon Porte Jacquemus turned to a somewhat unexpected muse: his grandmother, Liline Jacquemus.
The designer has always been vocal about the role that his matriarchs play in his life—namely, his late mother, Valérie, whom he recently honored with a touching campaign which starred actor Charlotte Le Bon. In the photo announcing her ambassadorship, Liline holds Le Valérie bag, named for her daughter. In a statement, the brand highlighted the designer’s emphasis on “family, memory, and transmission.” Rather than a traditional brand ambassador, “Liline Jacquemus represents the soul of the Maison and a timeless reminder that Jacquemus is, above all, a story of origins.”
The move—surprising and sweet—feels antithetical to a celebrity-saturated culture, especially within the confines of the fashion industry. Starpower is a currency that goes a long way, as brands race to claim Hollywood heavyweights and hot young things, curating an envoy of beautiful, young, relevant people who are said to represent the brand’s interests and values. While Jacquemus is certainly not bucking the value of celebrity (he’s tapped the likes of Emily Ratajkowski, Gigi Hadid, and Kendall Jenner to walk in his shows, and even had Jennie to close fall 2024), he is decentering it, for a moment.
While it’s a humanistic choice—one that makes brands feel closer to earth—it’s also a shrewd business decision. Jacquemus knows too well that surprising brand ambassadors and campaign stars are also the ones that break through the noise. While Pamela Anderson has enjoyed a career renaissance in recent years, divesting herself of her previous image in favor of something more authentic, Jacquemus was among the first to usher her back into the limelight when he cast her in his 2022 holiday campaign wearing a self-referential fluffy hat.
Nor is he the only one who knows that an unexpected choice of face can beget lasting cultural resonance. In 2015, Phoebe Philo cast an 80-year-old Joan Didion in a Celine campaign, the author’s face dwarfed by a pair of oversized black sunglasses, yet still entirely identifiable. Bottega Veneta has also gone the beloved author route. In May 2025, Zadie Smith featured among a highly curated crew of auteurs fronting Louise Trotter’s inaugural campaign. Arguably one of the most memorable campaigns of the last decade came courtesy of Jonathan Anderson, who cast 88-year-old Dame Maggie Smith in a Loewe ad, the late legendary actor swaddled in a multi-colored faux fur coat, clutching a Puzzle bag.
An off-beat campaign star or ambassador isn’t just a moment of surprise and delight, it imbues a sense of reality. Not every customer (or aspirational customer) is a model or a hot young actor; people from all walks of life enjoy fashion and deserve to see themselves reflected in the brand’s image. While the likes of Philo and Trotter have expanded upon the idea by prioritizing people whose intellects align with their brand values, Jacquemus takes it to another level. By casting his own grandmother, he not only reminds us that there is no prescriptive definition of coolness, but also, that a little heart goes a long way.
This article was originally published on Vogue.com.
