Jacquemus brought a slice of the French Riviera to the streets of West Hollywood last Thursday night, turning the corner of Melrose Avenue and Robertson Boulevard into a whimsical marketplace of bananas, flowers, and endless sunshine vibes. The occasion? The grand opening of the brand’s newest boutique at 8804 Melrose Avenue — Jacquemus’ second U.S. outpost following the successful launch of their SoHo store last year.
Designer Simon Porte Jacquemus, known for infusing his fashion with playful Mediterranean spirit, pulled out all the stops for the celebration. Guests — a mix of stars, influencers, and fashion insiders — were greeted by a vintage banana mobile stationed outside, flanked by vibrant stacks of real bananas, rows of bright flowers, lemons, and other market-style displays. Inside, champagne flowed freely, and guests cooled off with banana soft serve ice cream, perfectly on brand for the house’s cheeky, sun-drenched aesthetic.
The new Melrose Avenue boutique captures Jacquemus’ distinctive vision: part dreamy escapism, part artful minimalism. With this opening, the French label deepens its foothold in the American market, inviting Los Angeles into the brand’s world of joyful sophistication, Provençal daydreams, and a little bit of playful surrealism.
If last night’s fête was any indication, Jacquemus isn’t just selling clothes in L.A. — he’s bringing a lifestyle.
Photos by Yoanne et Marco
