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l'obsession du sac
jacquemus
role: creative director, stylist, art director, strategist
concept
campaign
l’obsession du sac (bag obsession) is the new creative direction for Jacquemus Spring 2026, spotlighting the brand’s latest bags alongside clothing and accessories. The campaign centers on the idea that everyone is obsessed with owning a Jacquemus bag, using bold visuals and witty storytelling to express this desire. Designed to captivate Gen Z and Millennial audiences, it turns fashion into a playful portrayal of modern obsession.
the l’obsession du sac campaign unfolds entirely across digital touchpoints, capturing the playful allure of Jacquemus through a modern, social-first lens. It begins with the film release, setting the tone for the season’s story of desire and obsession. This is followed by a curated rollout of Instagram posts and visuals, each designed to spark conversation and engagement among Gen Z and Millennial audiences. Finally, the Jacquemus website serves as the campaign’s digital gallery—showcasing the full photo series and bringing the world of L’Obsession du Sac to life through immersive imagery and storytelling.
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