Jacquemus continues its obsession with intimacy, desire, and cinematic beauty — this time through the soft chaos of family life.
For the brand’s latest campaign, Simon Porte Jacquemus casts Pamela Anderson alongside her sons Brandon Thomas Lee and Dylan Jagger Lee in a series of playful, voyeuristic moments that feel more like fragments of a lost indie film than a traditional luxury campaign.
Shot through spontaneous scenes of domestic life, the story unfolds between unmade beds, morning coffee, teasing in the kitchen, and late departures for family events. Pamela moves effortlessly through the campaign with a kind of raw glamour only she could embody — relaxed, ironic, sensual without needing to perform it.
The energy feels intentionally personal. There’s no exaggerated styling, no artificial perfection. Instead, Jacquemus focuses on chemistry: the kind that exists naturally between a mother and her children. Brandon joking about finishing an entire cake after promising “just one bite,” Dylan laughing from the backseat, Pamela rolling her eyes with effortless cool. The campaign turns these tiny interactions into something aspirational.
Fashion slips into the narrative almost quietly. Pieces from the “Le Paysan” collection — including signature white poplin silhouettes and soft sculptural shapes — appear naturally within the lived-in atmosphere of the images. New versions of the “Le Valérie” bag in terracotta and pale green suede add texture to the campaign’s warm, sun-faded palette.
More than anything, the campaign confirms what Jacquemus does best: transforming simplicity into fantasy. While most luxury brands chase spectacle, Jacquemus keeps finding beauty in closeness, familiarity, and emotion. And Pamela Anderson, now fully reclaimed as both fashion muse and cultural icon, feels like the perfect woman to embody that vision.
