Jacquemus Appoints His Grandmother As the Brand’s First Ambassador

Hearts melted when French designer Simon Porte Jacquemus recently announced Jacquemus' very first brand ambassador—his grandmother Liline Jacquemus.

"I’m proud to introduce our very first Jacquemus Brand Ambassador: my grandmother, Liline Jacquemus. Before anything, there was her. The original icon," said Simon.

Photographed at the designer's home in the south of France, Liline's announcement campaign also features the Valérie bag, which is named after her late daughter.

In the announcement on Instagram, Simon continued, "Before Jacquemus existed, she was already my inspiration. Her strength, her elegance, her authenticity… she shaped the way I see women, and the way I imagine this Maison."

Adding warmth and humor to the announcement, he also shared 12 rules for his grandmother to follow at all times:

1. The ambassador must adhere to a full look policy at all times, without exception.

2. The ambassador must accept that the Maison has the final word on every glam, hair, makeup, silhouette, and styling proposal.

3. The ambassador must engage in no collaborations whatsoever; she is not a trend, she is a commitment.

4. The ambassador must attend every show as if it were a family dinner, front row, without discussion.

5. The ambassador must not be seen, photographed, sketched, remembered, or emotionally associated with any Maison that is not Jacquemus.

6. The ambassador must not pronounce the names of other fashion houses.

7. The ambassador must not wear any other brand, archive, label, or “just something comfortable”; comfort is conceptual.

8. The ambassador must not like other brands’ posts, ever.

9. The ambassador must not use the word “brand” and must instead say “family.”

10. The ambassador must always answer the question “Are you exclusive?” with: “Bien sûr!” (Of course!).

11. The ambassador must not remove Jacquemus pieces at home, at night, or in dreams.

12. The ambassador must smile. Always. As we should all do.