Jacquemus, the French fashion brand renowned for its Mediterranean-inspired aesthetic, has announced the upcoming opening of a unique space in the heart of the French Riviera. This marks the brand’s return to the gastronomic scene, five years after the closure of its Parisian restaurants, Citron and Oursin.
A Beach, a Restaurant, and a Jacquemus Boutique
A teaser shared on Instagram reveals a concept that stays true to the sun-soaked, carefree spirit of the South of France, perfectly aligned with the vision of founder Simon Porte Jacquemus. The short video features flowing curtains lifted by the wind, immaculate furniture with sun-drenched stripes, a lemon tree nestled in the corner, and olive oil placed generously on tables. The picturesque setting evokes the brand’s origins, celebrating its connection to the Mediterranean.
The post simply states, “A beach… a restaurant… and a boutique…” hinting at a place designed to merge Jacquemus’ fashion world with a vibrant culinary experience, located in the iconic Saint-Tropez.
A Return to Saint-Tropez
Although the exact opening date has not been revealed yet, and it remains unclear whether this new venture will be a permanent establishment or another pop-up concept, Jacquemus is no stranger to temporary ventures. Last year, the brand introduced its first beach pop-up in Ramatuelle, just outside of Saint-Tropez. The beach set the tone with its signature bi-colored stripes and pieces from Jacquemus’ Locus Solus collection, designed by the late architect Gae Aulenti in the 1960s. This space was accompanied by a pop-up boutique featuring the brand’s summer collection, including ready-to-wear, leather goods, and accessories.
Jacquemus’ Culinary Journey
Jacquemus has ventured into the world of gastronomy on a few occasions. In March 2019, the designer collaborated with Caviar Kaspia to open Citron, located on the top floor of the Galeries Lafayette Champs-Élysées. The décor of the restaurant was inspired by a southern village square, bringing a piece of the South to Paris, complemented by a menu with Provençal influences curated by chefs Jeffrey Cagnes and Cédric Grolet.
Later that year, Jacquemus and Caviar Kaspia opened Oursin, a second restaurant in the same Parisian department store. However, both of these restaurants have since closed, replaced by new concepts.
Luxury Brands Entering the Culinary World
With this new restaurant in Saint-Tropez, Jacquemus continues to strengthen its presence in the luxury gastronomy sector. This move aligns with a broader trend of high-end fashion brands expanding into the culinary world. Among the luxury houses embracing this trend are Christian Dior, Prada, Gucci, and Louis Vuitton, all of which have introduced restaurants or cafés as part of their brand experiences.
Jacquemus’ new venture is set to become a key destination for those looking to enjoy not only the signature style of the brand but also its take on Mediterranean-inspired cuisine.
Stay tuned for more details on the opening as Jacquemus once again blends fashion, food, and the allure of the French Riviera.
