Jacquemus and Apple Set to Redefine Paris Fashion Week with iPhone 16 Pro Max
Jacquemus, the French luxury fashion house renowned for its dramatic and experimental runway shows, is set to make a grand return to Paris Fashion Week with a groundbreaking collaboration that blurs the lines between fashion and technology. The brand has partnered with Apple to exclusively capture its highly anticipated coed show, “La Croisière,” scheduled for January 26, using the iPhone 16 Pro Max.
This unexpected pairing promises to deliver a visually stunning cinematic experience. A tantalizing Instagram teaser, garnering thousands of likes within minutes, showcased a robotic arm equipped with the iPhone 16 Pro Max capturing intricate details of a black dress as it spun on a dress form. The video highlighted the device’s advanced camera system, hinting at the groundbreaking imagery to come.
"This collaboration embodies the fusion of fashion and technology, captivating audiences globally," stated Jacquemus, adding that further details would be shared in due course.
Jacquemus’s show will leverage the full potential of the iPhone 16 Pro Max, recording in stunning 4K120 fps Dolby Vision for live video and employing cinematic slow-motion capabilities. Runway photography and close-ups will be captured using the device’s powerful telephoto lens, ensuring every detail is highlighted with precision.
Adding to the experience, an interactive installation will seamlessly integrate iPhone into the show’s scenography, offering attendees an immersive and technologically-driven experience.
Jacquemus is known for its dramatic and unconventional runway settings, ranging from lavender fields to the Palace of Versailles. This return to the official Paris Fashion Week calendar after a three-year hiatus – set for the final day of men’s shows – promises to be a spectacle unlike any other. The show, starting at 2 p.m., will be streamed with a delay at 7:30 p.m. local time, allowing audiences worldwide to witness the event in all its glory.
This partnership comes at a pivotal moment for Jacquemus, a brand actively seeking a minority investor to fuel expansion into new retail markets and venture into beauty. Recent store openings in London’s New Bond Street and New York’s Soho underscore the brand’s ambitious growth strategy.
The search for a new CEO continues following Bastien Daguzan’s departure in 2023.
As Jacquemus and Apple redefine the boundaries of fashion and technology, their collaboration is poised to leave an indelible mark on Paris Fashion Week. This fusion promises not just a spectacular show, but a glimpse into the future of fashion storytelling.