On January 25, Jacquemus will close Paris Fashion Week with a runway show hosted at the Musée Picasso Paris, one of the French capital’s most emblematic cultural institutions. The choice marks a symbolic return: in 2017, the fashion house presented its La Bomba collection at the same venue, during a defining moment in its evolution.
The decision, first reported by WWD, confirms a clear direction pursued by the brand in recent years. Jacquemus has increasingly distanced itself from traditional fashion formats, opting instead for venues with cultural and historical significance, where fashion enters into direct dialogue with art and heritage. Over time, this strategy has contributed to reshaping how fashion shows are perceived in Paris.
The Picasso Museum is housed in the Hôtel Salé, a 17th-century building listed as a historic monument. The space holds one of the most important collections dedicated to Pablo Picasso, a central figure in the history of modern art. It is a prestigious yet complex setting, shaped as well by ongoing debates surrounding the artist’s legacy. Even so, the connection between Picasso’s creative universe and the aesthetic language of Jacquemus remains evident.
Picasso as a creative reference
The brand’s founder and creative director, Simon Porte Jacquemus, has repeatedly spoken about Picasso’s influence on his work. This reference can be seen in the geometry of certain accessories, the use of polka-dot motifs, and graphic make-up elements. Over time, this relationship has moved beyond visual inspiration.
In 2021, Simon Porte Jacquemus contributed to the volume Picasso-Méditerranée, published by the Musée National Picasso–Paris. Later, in September 2025, he took part in a symposium held at the museum itself, further strengthening the institutional dimension of this connection.
By returning to the Picasso Museum, Jacquemus reinforces its cultural and artistic positioning. The brand aligns with a growing trend in the luxury sector, where fashion houses increasingly seek to offer experiences with deeper symbolic meaning. In this context, the connection to art and heritage becomes more than a backdrop, it becomes a strategic tool for strengthening brand identity and building a more authentic bond with audiences.
The January 25 show is not merely a collection presentation, but a statement about Jacquemus’s place in contemporary fashion, positioned at the intersection of fashion, art and cultural memory.
