Every once in a while, a brand reminds us what modern storytelling can look like when emotion, identity, and platform-native craft are all working together.

Right now, that brand is Jacquemus.

Their latest campaign for the new bag, Le Valérie, has quickly captured attention not because it shouts — but because it speaks softly, personally, and with an elegance that feels unmistakably theirs.

A launch rooted in emotion

Jacquemus founder Simon Porte Jacquemus introduced the bag himself on Instagram with the words:

“I’m very moved to introduce my new bag… a reflection of my mother’s spirit, with a touch of humour and poetry.”

It’s rare to see a luxury founder speak in such a personal, unfiltered way — but it makes sense.
The brand was founded in honour of his late mother, and that thread runs through everything Jacquemus creates.

This is not just product marketing; it’s continuation of origin story.

Turning the mundane into something magical

What unfolds in the film is a domestic, ordinary scene:

• groceries dumped in the hallway
• bags catching on a door handle
• fruit rolling across the floor

But in classic Jacquemus style, these simple moments become cinematic, warm, and deeply artful.

This is the brand’s signature:
taking the everyday and elevating it into something quietly poetic.

They’ve always drawn from photography, sculpture, film and the decorative arts — and here, that sensibility appears in the most understated way.

Luxury that doesn’t posture

There’s no gloss.
No overt luxury cues.
No forced theatrics.

Instead, there’s:

• softness
• humour
• warmth
• naivety
• restraint

This is luxury that doesn’t need to announce itself — it simply is.
And that’s precisely why it feels so modern.

The child’s point of view: a subtle emotional layer

One of the most powerful (and easily overlooked) choices in the campaign is the low camera angle — the entire spot filmed from a child’s POV.

It adds:

• innocence
• nostalgia
• intimacy
• emotional depth

And because the bag is named after Simon’s mother, it becomes a subtle metaphor:

a child looking up at his mum.

It’s a beautiful, tender creative decision most brands wouldn’t dare to attempt — or wouldn’t execute with this level of restraint.

Cinematic craft, built for social

Perhaps the most fascinating part:
this campaign has the depth and texture of a brand film, yet it’s crafted natively for Instagram.

It isn’t a cut-down of a larger TV asset.
It isn’t overly polished.
It isn’t engineered to feel “advertisey.”

It feels natural, intimate, scroll-stopping — because it was built specifically for the platform, without sacrificing any creative integrity.

This is why it’s resonating so strongly online:
it respects the craft of storytelling and the behaviours of the medium simultaneously.

What NZ brands can learn from Jacquemus

1. Emotion beats perfection

People engage with sincerity, not polish.
If you want to stand out, start with truth — not tactics.

2. Everyday moments can be the most powerful

You don’t need big sets or dramatic concepts to make great content.
You need perspective, tone and intention.

3. Luxury is a feeling, not a finish

Authenticity, restraint, and warmth often feel more premium than over-production.

4. Don’t adapt to social — build for social

The strongest content isn’t repurposed.
It’s conceived and crafted with the platform in mind.

5. Brand identity must lead the work

Jacquemus can do so little — and achieve so much — because their brand world is strong, consistent, and understood at every level.

It’s not the platform that makes the content powerful.
It’s the brand.

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Jacquemus’ Le Valérie campaign is a perfect example of modern brand building:
raw emotion, everyday beauty, and platform-native craft — all held together by a crystal-clear brand identity.

It’s the kind of work that stays with you.
And the kind of work more brands should be aiming for.

If you’re curious how stronger brand foundations can transform your marketing, you can see what we do at The Goods Agency → Get in Touch