Jacquemus’ elegant new jewelry, inspired by their own pièce de résistance, “Le Chiquito” mini-bags, had to be captured in exquisite detail.
So it’s no wonder that for the photo campaign, the French brand picked Ukrainian twin sisters and photographers Zhenya and Tanya Posternak, famous for their close-ups known as “Posternak crops.”
“Le Chiquito” pendants and earrings that bear the image of the brand’s iconic square mini-bag are the front and center of Jacquemus’ latest summer 2021 accessory collection. It also features sunglasses, chunky bracelets and other bijouterie.
The photo campaign, released by Jacquemus on Instagram on Jan. 13, spotlights all the bling in the most seductive and artsy ways, matching the brand’s provocative, cutting-edge style, which won it international recognition and love.
Some of the shots feature close-ups of a woman holding melting ice cream with a hand that is draped in Jacquemus bracelets. Other photographs portray a dog wearing the brand’s necklace or close-ups of a woman’s face drenched in sweat while she’s wearing the brand’s sunglasses.
“An accessory story,” Jacquemus called it, staying true to the self-admired and promoted simplicity.
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The Posternak sisters share a love for details and pastel colors, which shows in their sophisticated work. The two mostly shoot on film and iPhones.
“We both have a thing for color, textures and architecture,” Tanya Posternak said in an interview with the U.S. fashion outlet W Magazine.
The Posternaks were born in Kyiv but moved to New York in 2013 after graduating from the Ukrainian National Academy of Arts.
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According to their recent interview with Vogue Ukraine magazine, the sisters’ shared career took off after they made portraits of U.S. filmmaker Todd Solondz for an independent local media outlet.
Since then, the Posternaks have shot campaigns for brands as famous as Sunnei, Helmut Lang and Mansur Gavriel. They also cooperated with Vogue, The New York Times and The New Yorker publications and shot former number one female tennis player Serena Williams for the cover of Allure magazine.
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A creation of Simon Porte Jacquemus, the French brand is at the forefront of the global fashion industry, cherished by top models and style influencers like Bella Hadid, Hailey Baldwin, Kendall Jenner, Beyonce and Rihanna.
The brand offers luxury fashion at a premium price and uses mainly natural fabrics. The ultra-chic, ready-to-wear attire and accessories for men and women is often crafted with playful and elegant silhouettes, clean cuts and minimalistic prints.
The brand’s fashion shows are as extraordinary as their items. Jacquemus once held a fashion show in the middle of a lavender field where a pink sheet of fabric served as a runway for models. Another show was held at a public swimming pool.
