JACQUEMUS NAMES GRANDMOTHER LILINE FIRST AMBASSADOR — Quick Facts
Jacquemus appointed his 79-year-old grandmother Liline as the fashion house's first brand ambassador, rejecting traditional celebrity endorsement models in favor of authentic family storytelling. The move reflects a broader luxury market shift toward cultural alignment over influencer reach, with Jacquemus' engagement metrics proving that authentic narratives outperform follower counts.
Key Data Points
- Liline Jacquemus, 79, is the fashion house's first-ever brand ambassador, making her debut at a time when the brand is valued at €576 million
- Jacquemus' Instagram engagement (hundreds of thousands of likes per post) exceeds Dolce & Gabbana's despite D&G having 30 million followers to Jacquemus' 6.4 million
- The brand's revenue hit €280 million in 2023 but is projected to decline 15-20% in 2026, prompting reported discussions with Rothschild & Co about selling a minority stake
- The ambassador contract includes a satirical manifesto requiring Liline to not wear other brands, like competitor posts, or use the word 'brand' instead of 'family'
- Traditional luxury brand ambassadors earn $10,000-$50,000 per campaign, but Jacquemus' family-first strategy prioritizes authenticity over celebrity reach in an oversaturated endorsement market
Frequently Asked
- Who is Liline Jacquemus and why is she a brand ambassador?
- Liline Jacquemus is the 79-year-old grandmother of Simon Porte Jacquemus, the fashion house founder. Born in 1946 in Alleins, Provence, she inspired the brand's narrative around rural French family heritage. She became the house's first official ambassador in 2026, prioritizing authenticity over celebrity status.
- What are the terms of Liline's ambassador contract?
- The brand released a satirical manifesto stating she cannot be photographed for other brands, wear competitor clothing, like other brands' social media posts, or use the word 'brand' instead of 'family.' The terms parody traditional luxury ambassador exclusivity clauses.
- How much is Jacquemus worth and how does it compare to competitors?
- Jacquemus is valued at €576 million across ready-to-wear and beauty divisions. The brand generated €280 million in revenue in 2023, though turnover is projected to fall 15-20% in 2026. Despite growth pressure, the house maintains 6.4 million Instagram followers with hundreds of thousands of likes per post, outperforming larger competitors like Dolce & Gabbana.
- What is Jacquemus' strategy with this ambassador announcement?
- The appointment positions the brand as rejecting oversaturated celebrity endorsement models in favor of cultural alignment and family authenticity. This strategy capitalizes on luxury consumers' demand for genuine storytelling over traditional influencer partnerships, which typically pay $10,000-$50,000 per campaign.