The famous lavender fields of Valensole, in the heart of Provence, hosted Jacquemus' Spring-Summer 2020 fashion show in what's probably the most Instagrammable catwalk to date.
A bright pink carpet was rolled out across rows and rows of beautiful lavender, just as the fragrant flower was in bloom. The fields were the perfect backdrop for Simon Porte Jacquemus' new collection, 'Le Coup de Soleil'. Inspired by artists David Hockney, Paul Cezanne and Jean Lurçat, Jacquemus presented an SS20 show filled with brightly coloured fabrics, bold prints and striking volumes to celebrate the brand's 10th anniversary. The choice of location wasn't left to chance, Jacquemus grew in the area – his childhood home was located in Mallemort, just to the north of Salon-de-Provence and on the border with the Luberon Natural Park.
Influencers from all around the world readily accepted Jacquemus' invitation, eager to pose in front of Provence's lavender blooms for their social media pics and selfies. Celebrities like model Emily Ratajkowski or Instagram stars Camille Charrière, Blanca Miró and Bruna Marquezine occupied the front row.
If you too want to bulk up your Instagram following with beautiful pics on the lavender fields of Valensole, book one of our guided tours of the area.
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Provence's lavender fields turn into catwalk