SUKI

SUKI is a speculative social media video campaign developed around Jacquemus’ Summer 2026 collection, embodied through a look composed of six products.

The film reinterprets the imagery of the French Riviera through the eyes of a Parisian woman on holiday. Overcome by boredom, she suddenly decides to take her sailboat across the bay and reach a nearby village to get… an ice cream.

This deliberately disproportionate journey expresses a particular idea of luxury: having the time, freedom and means to pursue a personal desire, even when it may appear trivial. The product becomes part of a story built around impulse, pleasure and the freedom to follow an idea all the way through.

The art direction combines Jacquemus’ colourful, sun-filled pop codes with a softer, slightly faded and cinematic image. This approach preserves the brand’s playful energy while creating a more intimate narrative.

The 1970 song Suki yo Aishite by Mari Atsumi, rooted in Japanese pop, accompanies the journey and reinforces its light, romantic and subtly offbeat character.