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Creative marketing at its core

French designer fashion label, Jacquemus is no stranger to shaking up the fashion world and being super creative with its marketing, especially on social media. For its 2025 Paris Fashion Week runway show, “la croisière,” the brand shot the entire show on Apple‘s iPhone 16 Pro Max – a collaboration we didn’t see coming, offering a ‘fusion of fashion and technology’ according to the joint press release. The brand is known for setting the standard for creative out-of-the-box marketing.  It engages with its social media audience through playful posts and doesn’t take itself too seriously, particularly on TikTok.

Redefining luxury

The fashion label has redefined the way luxury labels market to the consumer, particularly to a younger audience. While Jacquemus’ prices its products in the thousands, it also offers affordable luxury accessories for under £100 – significantly lowering the barrier to luxury for the masses. Typically, high-end brands like Chanel and Hermes wouldn’t need to market themselves to a Gen Z or millennial audience, as  that is not their target market. With a lower barrier to entry, Jacquemus is more accessible to young people hence why they focus so heavily on marketing to a gen Z and millennial audience, especially on TikTok.

Authenticity is key

While the brand is casual and playful on Tiktok, this doesn’t detract away from its luxury status. In fact, it adds character and personality to the brand. In 2025, authenticity and relatability are king on social media. Content shot on phones often inspires a more ‘in the moment’, genuine and personal feeling than content that is taken on a professional camera – establishing a better connection with viewers. iPhone content often outperforms content that involves a sophisticated production process.

Marrying convenience with quality

Jacquemus’ strategy goes to show that you don’t need fancy equipment to create high-quality content for social media. Phones make content creation more accessible, convenient and spontaneous, and should be a central part of luxury brand’s content strategies.

Here for the iPhone

I personally love this style of content and think we will see more shot-on-iPhone footage on brands’ social media feeds, especially as phone cameras continue to increase in quality and functionality. 

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