Before the Brand, There Was Her: Jacquemus Names His Grandmother as His First Ambassador

By Alexus Mosley

Photo Credit/Jacquemus

Before the runways, celebrities, bags, and viral moments, there was her.

Simon Porte Jacquemus has named his grandmother, Liline Jacquemus, as the brand’s very first ambassador, and somehow it feels like the most Jacquemus decision of all.

Long before the maison existed, Liline was already shaping its spirit. A regular presence at Jacquemus shows and a quiet muse for years, she made her modeling debut for the house in 2020 and has remained a living symbol of the brand’s emotional core. Recently, she appeared in a tender video where Simon gifted her his latest bag, named after his late mother, Valérie, Liline’s daughter.

Simon Porte Jacquemus with his grandmother Liline and his husband Marco Maestri. Photo Credit/WWD

While Jacquemus has famously collaborated with global stars, this appointment shifts the focus inward, toward family, memory, and transmission. In a statement shared with WWD, the brand described Liline as “the soul of the maison” and “the ultimate Jacquemus woman.”

It’s a reminder that fashion is about story, and as for Jacquemus, the story has always begun at home.

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