At home with Jules, by Simon Porte Jacquemus

Jacquemus seems to be in a particularly sporty mood lately. Back in 2018, he already celebrated sports with a campaign featuring rugby player Yoann Maestri as the epitome of the Jacquemus man. This year, the young Provençal designer has been continuously blending sports and fashion in his campaigns. Following the release of his collaboration with Nike accompanied by an energetic ad campaign in July, the brand also launched an ironic campaign in light of the Paris Olympics this summer. His latest pop-ups, which usually revolve around vacation, relaxation, and la dolce vita, have also recently reflected his quest for endorphins, recreating a municipal pool and a gym. Yesterday, Simon Porte Jacquemus showed that sports might continue to serve as his muse for a while, as he unveiled his latest ad campaign starring French footballer Jules Koundé.

But this time, no synthetic shorts or noisy crowds of furious fans: just fashion, clever ideas, and a protagonist comfortably at home. For a series of shots, Jules Koundé swaps his cleats for a pair of zebra-striped shoes and takes on the role of a man lost in his (too large) mansion, performing household chores. From barbecuing to ironing and vacuuming, Koundé tackles all tasks without complaint, all while impeccably dressed in outfits from Jacquemus' La Casa collection, presented last June in Capri. In doing so, he indirectly responds to the criticism he recently faced due to his bold fashion choices. Indeed, his black skirt by Simone Rocha, flared jeans, heeled cowboy boots, and colorful Louis Vuitton keepall were far from universally appreciated, drawing the ire of a public at odds with his style beliefs and ambitions. With this campaign, Koundé once again proves that his fashion sense won't be dictated by critics, and if he decides to dribble in square-toed loafers, then so be it. Moreover, in light of Barça's recent ban on tunnel fits, the pre-match outfits worn by players in the arena tunnels, Jules Koundé in this campaign has seized with both hands the opportunity to express himself as he sees fit sartorially speaking, and the result is not disappointing.

Although he has already posed for adidas on several occasions, this campaign marks Koundé's very first experience as the face of a major luxury brand, yet there's no hint that the player is making his debut in the world of high-flying modeling, as vacuuming has never been so stylish. The pieces worn by the young player are colorful, from red barbecue pants to a fuchsia tie and a turquoise cardigan, perfectly tailored, offering the public the notion that anyone, even a Barça defender, can wear them. They are also adaptable to all situations, even a cleaning session rarely glamorized. Could Koundé be eyeing a career change? Who knows, but what is clear is that Jacquemus has once again hit the mark, capturing the trend, cleverly using the gossip and controversies of the moment to remind everyone that a football player should look like this: a man who does what he wants, dressed how he wants.