Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

The Business of Fashion
Luxury

Opening Day at Jacquemus’ First US Boutique

The Paris-based independent brand, known for its eye-popping marketing stunts, playful bags and dramatic runway shows, was met with a massive crowd at the ribbon cutting for its first stateside store in New York’s SoHo.
The crowd outside the Jacquemus store opening.
The crowd outside the Jacquemus store opening. (BoF Team)
BoF PROFESSIONAL

After cutting the ribbon on his first New York boutique — designer Simon Porte Jacquemus zipped down Wooster Street, passing a block-long line that would persist well into the afternoon. (To say nothing of the cheering mob of raised iPhones that coalesced for the photo-op earlier.) He was thronged by publicists and security; a few brave souls darted over to match his stride, gushing and taking selfies.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

The Glory Days of the Pop-Up Store Are Over. What’s Next?

Rising rents and low vacancy rates have made it prohibitively expensive for many emerging brands to open retail locations — even temporary ones. Scrappy companies have found creative, low-cost ways to reach their consumers, from hotel partnerships and trunk shows to activations on college campuses.

Jacquemus: A Fashion Star’s Business Vision

For the first-time, the industry’s hottest independent designer—a charismatic, social-media savvy storyteller from the south of France—reveals the financial underpinnings of his burgeoning company and plans for the next phase of growth.

About the author
Joan Kennedy
Joan Kennedy

Joan Kennedy is Correspondent at The Business of Fashion. She is based in New York and covers beauty and marketing.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Luxury
How rapid change is reshaping the tradition-soaked luxury sector in Europe and beyond.

Is Ferragamo’s Turnaround Finally on Track?

After more than 10 years of turnaround efforts, recent results and conversations with management suggest Salvatore Ferragamo is moving in the right direction, write Luca Solca and Maria Meita.

view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

The BoF Podcast | Inside Dries Van Noten’s Venice Manifesto

After stepping back from his namesake brand, Dries Van Noten has opened a foundation in a Venetian palazzo dedicated to craft, beauty, and the things made by hand and soul. BoF's Tim Blanks speaks with the designer about why, in ugly times, making something beautiful is the only real form of protest.

VIEW MORE

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.