Jacquemus returns to Corsica for intimate Le Bonheur runway show
Jacquemus will stage Le Bonheur at a lighthouse in L’Île-Rousse, with a tiny guest list, local casting, and a heritage project tied to the site.
Simon Porte Jacquemus will bring his Spring-Summer 2027 show to the Phare de la Pietra lighthouse in L’Île-Rousse, on an island off Corsica, on June 29 at 10:00 a.m. local time. The collection is titled Le Bonheur, and the setting fits the house’s favorite trick: make the place feel like part of the product.
This one is built to look intimate. The guest list is being kept small, with press, friends of the house, buyers and a handful of celebrities expected on site, which matters almost as much as the clothes in a Jacquemus production. The brand is also organizing a Corsica casting for local models aged 18 and up, a move that gives the show a bit more local texture than the usual fly-in, pose, leave formula.
There is also a civic angle here. Reporting indicates Jacquemus is working with the Town of L’Île-Rousse on a restoration and heritage project tied to the lighthouse site, which is exactly the kind of detail that helps turn a runway into a destination story instead of just a spectacle. The timing helps, too: the show lands immediately after Paris Men’s Fashion Week wraps on June 28, so Corsica becomes the afterimage of the Paris calendar, the more seductive place everyone wants to be after the formal schedule ends.
That is where Jacquemus has always understood the market better than most labels. Founded by Simon Porte Jacquemus in Paris in 2009, the house has spent years turning scenery into shorthand for a carefree, sunlit French fantasy. Lavender fields in Provence, salt flats, beaches in Hawaii, the Picasso Museum in Paris, Versailles: each setting has done more than provide a backdrop. It has acted as branding, a visual cue that says effortless, aspirational, and a little bit out of reach.
The Corsica show keeps that strategy in motion, but it also raises the same question Jacquemus has been nudging for seasons: when the location is this strong, does it still serve the clothes, or has the runway become the actual product? At this point, the answer may be both. The venue sells the mood first, and the collection has to earn its way into the frame.
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