JACQUEMUS RETURNS TO PICASSO MUSEUM

Summary:

• Jacquemus will present its collection at the Picasso Museum on January 25, marking the end of Paris Fashion Week
• The brand previously staged a show at the same venue in 2017 for its La Bomba collection
• Creative director Simon Porte Jacquemus has cited Picasso as a direct influence on his design approach

Jacquemus will close Paris Fashion Week on January 25 with a presentation at the Picasso Museum. The location, confirmed by WWD, represents a return to the same venue where the brand showed its La Bomba collection in 2017.

The museum sits inside the Hôtel Salé, a 17th century building with official Historic Monument status. The space houses one of the world's largest collections of work by Pablo Picasso. The choice follows a pattern the brand has established over recent years. Jacquemus has moved away from traditional runway venues in favor of cultural institutions and heritage sites.

This approach has altered how fashion shows function in Paris. The brand has used museums, galleries, and historic buildings to present its collections. These decisions position Jacquemus at the intersection of fashion and cultural programming. The strategy has helped the label expand its reach beyond typical industry audiences.

Simon Porte Jacquemus has spoken publicly about Picasso's influence on his work. The connection appears in specific design elements. Geometric shapes in accessories, polka dot patterns, and graphic treatments in makeup all reference the artist's visual language. The relationship extends beyond aesthetics. In 2021, Jacquemus contributed to Picasso-Méditerranée, a book published by the Musée National Picasso-Paris. He participated in a panel discussion at the museum in September 2025.

The brand has built its identity around these cultural associations. Jacquemus positions itself within a broader conversation about art, history, and design. This positioning aligns with shifts in the luxury sector. Brands now compete on experience and symbolic value as much as on product. The connection to recognized cultural institutions serves multiple purposes. It strengthens brand identity and creates deeper audience engagement.

The Picasso Museum show will close out a full schedule of presentations in Paris. The timing gives Jacquemus the final slot of the fashion week calendar. This placement adds weight to the event. The venue selection reinforces the brand's commitment to showing outside conventional spaces.

The relationship between Jacquemus and the museum reflects ongoing changes in how fashion brands operate. Cultural partnerships have become standard practice for luxury labels. These collaborations provide legitimacy and broaden audience access. They also create content opportunities that extend beyond the runway.

Debates around Picasso's personal history have not diminished the appeal of his artistic legacy. Museums continue to draw visitors and collaborators. For Jacquemus, the connection offers a way to root the brand in European art history. The reference points provide context for design choices and communicate a specific cultural literacy.

The January 25 show will test whether this approach continues to resonate. Fashion week audiences have seen multiple brands adopt similar strategies. The challenge lies in making each presentation feel distinct. Jacquemus has demonstrated skill in creating memorable moments within cultural spaces. The return to the Picasso Museum suggests confidence in the formula.

The brand's growth over the past decade has coincided with its embrace of unconventional presentation methods. Jacquemus has staged shows in fields, on beaches, and in art institutions. Each location reinforces specific aspects of the brand's identity. The Picasso Museum ties directly to the creative references that inform the collections.

As Paris Fashion Week approaches, the Jacquemus show will draw attention from industry insiders and cultural observers. The venue choice ensures coverage beyond fashion media. The museum setting creates opportunities for cross-disciplinary conversation about creativity, commerce, and cultural heritage.