Le Valérie turns one: Jacquemus celebrates his mother’s namesake bag
A year after its debut, the bag named for Simon Orcet's mother becomes the subject of a deeply personal campaign starring Laure Calamy, exploring intimacy and the women who shaped him.
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Jacquemus marks a year of Le Valérie, the bag named after Simon Orcet’s mother, with a campaign that ventures far beyond the conventional territory of product storytelling. Rather than the usual choreography of luxury marketing, Orcet chose to make something more tender and specific: a meditation on how he saw the women closest to him during his teenage years, rendered through the quiet intimacy of domestic space.
The campaign unfolds across pale rooms and wooden stairs, their austere architecture softened by diffused light. Actress Laure Calamy moves through these interiors with a naturalness that refuses artifice, wearing a black coat over a patterned silk shirt, carrying the bag not as an accessory to be admired but as an object that belongs to her life. Her presence feels unhurried, almost philosophical. In one frame she descends wooden stairs in a white room; in another she sits at a bathroom mirror, lit from a tall window, her dark hair falling past her shoulders.
The campaign’s restraint is its power. Orcet could have filled these rooms with fashion’s usual choreography instead, the frames breathe with something closer to portraiture, to cinema, to the visual language of genuine feeling rather than desire. Le Valérie itself, a shape that carries the imprint of its namesake, remains quietly present; it is simply carried, simply held, simply lived with.
This is a campaign about inheritance, about the women who taught us to see, and about a bag that carries those layers of meaning in its leather and form.
Imagery courtesy of Jacquemus (@jacquemus).