When Simon Porte Jacquemus announced his first-ever brand ambassador, many expected a familiar face from his celebrity circle. However, the designer surprised everyone by choosing someone far more special: his grandmother, Liline.
In an Instagram post, Jacquemus shared, “Before Jacquemus existed, she was already my inspiration. Her strength, her elegance, her authenticity… she shaped the way I see women, and the way I imagine this maison.” This move to feature his grandmother as the brand ambassador reflects a shift towards authenticity and personal history in the fashion industry.
Katie Devlin, fashion trends editor at Stylus, comments on this trend, stating, “Friends and family casting is a reminder that even within fashion’s most performative moments, there are real humans at the center.” With consumers becoming wary of artificial perfection and glossy images, showcasing personal connections and heritage adds a breath of fresh air to the industry.
As the fashion world grapples with AI replication, influencer saturation, and global crises, the value of personal history and authenticity is becoming more prominent. Designers are turning to their roots, paying homage to family members, mentors, and artisans who have influenced their creative journey.
For example, Jonathan Anderson, creative director at Dior, recently paid tribute to his design hero, John Galliano, by inviting him to the atelier for a preview of his Dior Haute Couture debut. Anderson also honored atelier artisan Paulette Boncoure, who has been with Dior since 1947, by inviting her to the couture show. This gesture of recognizing and celebrating the legacy of those who came before is rare in an industry that often focuses on cutting ties rather than acknowledging them.
Anderson’s commitment to honoring his creative lineage extended beyond the runway, as Dior hosted an exhibition of the collection for schoolchildren to visit and draw the pieces. This inclusive approach to fashion was met with praise online, with many applauding the decision to showcase the hard work and passion of artisans like Boncoure over influencers.
In a time where authenticity and personal connection are valued more than ever, designers like Jacquemus and Anderson are leading the way by infusing their collections with a sense of history and meaning. By embracing their roots and celebrating the individuals who have shaped their careers, they are setting a new standard for the industry—one that prioritizes substance over spectacle.
