JQMS
This rebranding project for Jacquemus reimagines the iconic fashion house through a bold, playful, and immersive lens under the concept JQMS. The new identity captures Jacquemus’s signature blend of minimalism and surrealism, transforming it into a contemporary visual language that feels tactile, joyful, and emotionally engaging.
The JQMS logo is rendered in a soft, volumetric style that evokes the look of inflated materials, expressing the brand’s balance of playfulness and luxury. Immersive environments in monochrome pink and poolside blue bring the concept to life through retail displays, interactive spaces, and curated color experiences. From locker-style bag showcases to serene tiled interiors, the spaces reflect a commitment to accessibility, texture, and visual delight.
The rebrand extends seamlessly across storefronts, mobile interfaces, e-commerce, and large-scale outdoor campaigns. Digital platforms use split-color layouts and expressive typography, while billboards and public installations translate the JQMS identity into dynamic moments of everyday style.
JQMS invites a new generation to discover Jacquemus through spaces and surfaces that feel fresh, familiar, and inherently shareable.