The Men’s Fall 2025 Ready-to-Wear styles were all over Paris Fashion Week earlier this month, and this week all eyes turn toward the upscale Haute Couture collections. But to capture the action this time around, forward-thinking label Jacquemus decided to boldly go where iPhones have never gone before – the runway.
Jacquemus is, of course, renowned for creating show-stopping pieces, but what truly sets the brand apart is its knack for revolutionizing how it presents its collections. Fashion shows, by their very nature, can feel pretty standard — models strutting down a runway, lights, cameras and action. But leave it to Jacquemus to throw that formula out the window.
As Hypebae reports, for its January 26 Paris show, “La Croisière,” the brand pushed the envelope even further, by shooting the entire runway show on Apple‘s iPhone 16 Pro Max — a collaboration we never saw coming, but are all here for. “A specialized installation at the venue will seamlessly integrate the iPhone into the scenography, offering guests an immersive and interactive experience,” the brand revealed in its press release. “This fusion of fashion and technology, with Jacquemus and Apple at the helm, will captivate audiences globally.”
The show took place in the former residence of French architect Auguste Perret, with just 45 guests in attendance. For those tuning in from home, 17 strategically placed iPhones captured every angle of the show — offering a 360-degree view of both the brand’s new pieces and Perret’s stunning architectural work. Plus, with the iPhone’s cinematic slow-motion feature at the ready, it felt like the coolest FaceTime call you’ve ever had.
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Photo Credit: Anele Nova / Shutterstock.com