In a world obsessed with youth and celebrity, one designer just flipped the script in the most heartwarming way possible. Simon Porte Jacquemus, the mastermind behind the globally adored Jacquemus brand, recently made an announcement that stopped the fashion world in its tracks. Two days ago, he teased his Instagram followers with a cryptic message: “Good evening. This week I’ll announce my very first Jacquemus ambassador… I can’t believe it. See you soon.” Speculations ran wild. Was it K-pop sensation Lisa, fresh from the Golden Globes in a custom Jacquemus gown? Or perhaps Kendall Jenner or Bella Hadid, both runway regulars and off-duty muses for the brand? But here’s where it gets controversial: Jacquemus’s choice wasn’t a celebrity or supermodel at all. It was his 79-year-old grandmother, Liline Jacquemus.
In his Instagram reveal, Simon wrote, “Before anything, there was her. Before Jacquemus even existed, she was already my inspiration. Her strength, her elegance, her authenticity… she shaped the way I see women, and the way I imagine the maison.” This isn’t the first time Liline has been in the spotlight for the brand. During the 2020 pandemic, she starred in a summer campaign, photographed at home by her grandson. Yet, this ambassador announcement feels different—both a heartfelt tribute and a cheeky statement about the fashion industry’s obsession with youth and star power.
And this is the part most people miss: Jacquemus didn’t just appoint his grandmother; he did it with a wink and a nudge. At the end of his announcement, he outlined a series of tongue-in-cheek “commitments” Liline must uphold, including: “The ambassador must adhere to a full look policy at all times, without exception. The ambassador must not be seen, photographed, sketched, remembered, or emotionally associated with any Maison that is not Jacquemus.” It’s classic Jacquemus humor, but it also raises a bigger question: Why do we need another celebrity ambassador when we could celebrate the women who inspire us most?
In an era where luxury brands are drowning in celebrity endorsements—Chanel has over 22, Dior has 33 (and counting)—Jacquemus’s move feels refreshingly subversive. It’s a reminder that fashion isn’t just about selling clothes; it’s about storytelling, authenticity, and challenging norms. But here’s the real question: Is this just a viral moment, or is it a step toward redefining who gets to be the face of luxury? After all, older women like Liline are not just muses; they’re consumers, tastemakers, and icons in their own right. Yet, the industry still overwhelmingly caters to youth, with rare exceptions like Dame Maggie Smith for Loewe or Joan Didion for Céline.
This is where it gets even more thought-provoking: By placing Liline at the center of his brand universe, Jacquemus isn’t just making a statement—he’s starting a conversation. Why aren’t more brands celebrating the wisdom, elegance, and purchasing power of older women? And why does the fashion industry still act like youth is the only currency that matters? What do you think? Is Jacquemus’s move a brilliant one-off, or the start of a much-needed shift? Let’s discuss in the comments—and while we’re at it, let’s give Liline the standing ovation she deserves. Because honestly, who wouldn’t want a grandma this fabulous?
