Jacquemus launches new “Le Valérie” bag, adds new California store to fashion empire

On Wednesday, in Paris, Los Angeles, London, and New York, the new “Le Valérie” bag, the latest accessory from the “Le Paysan” collection by Jacquemus, was unveiled to the public. The name was chosen in tribute to his mother, “inspired by his childhood in the south of France and the family’s rural heritage.”

In Los Angeles, as in the three other flagship stores, friends of the brand and journalists were given a sneak preview of the new bag, available in two sizes—Le Petit Valérie and Le Valérie—and offered, depending on the model, in calf leather, suede, and goatskin, each with a magnetic jewel clasp and available in a choice of four to six colors.

“I believe it’s thanks to my mother that I’ve always kept this childlike gaze”, said Jacquemus on his brand’s Instagram account. “When I see a woman in the street, or when I watch a woman walk, there’s something that fascinates me, and always will. I wanted to speak about that feeling, that way I look at this femininity with the same wide-eyed wonder I still carry today. Thank you for making me love women so deeply.”

Taking up the market theme that featured at the opening of the Los Angeles store last April, Jacquemus installed crates filled with real fruit and vegetables, along with a range of charms in the shape of carrots, cherries, garlic, bananas, lemons, donkeys, and hammers, which customers could choose to adorn their bags. The highlight of the presentation was a craftsman embossing the initials of each customer who wanted to purchase a Valérie bag. The small model costs $1,690 and the large model $2,090.

To accompany the launch of the Valérie bag,  Jacquemus unveiled a comical campaign on Instagram featuring actress Charlotte Le Bon as the main character. “A nod to my mother’s spirit,” explained the designer, “with a touch of humor and poetry.”
 
The launch of the Le Valérie bag will be officially announced in other cities, notably in Seoul and Busan in South Korea on November 19, in the Lotte and Shinsegae department stores, and in Dubai, also on November 19, in the Dubai Mall. 

In parallel with this launch, Jacquemus will also open a new boutique on November 25, the eve of Thanksgiving, at the Rosewood Miramar Beach hotel. An iconic address in Montecito, the celebrity town near Santa Barbara (where Prince Harry and Meghan Markle live), the hotel will host the new Jacquemus boutique just across from Chanel and next to Bottega Veneta, Zegna, Brunello Cucinelli, David Webb, The Webster, and Loro Piana. 

Last summer, Jacquemus already made appearances at other resorts, including the Monte-Carlo Beach Club and The Ocean Club, A Four Seasons Resort Bahamas, during summer pop-ups.