Jacquemus' iPhone-Only Show: A Bold Move in Fashion Tech

In an unprecedented move, luxury fashion brand Jacquemus has announced that its upcoming Fall 2025 runway show, "La Croisière," will be captured exclusively using iPhones. This decision, while bold, is not entirely surprising given the brand's history of innovative presentations and its close relationship with Apple. But what does this mean for Jacquemus, Apple, and the future of fashion tech?



First, let's consider the potential benefits for Jacquemus. By using iPhones to capture the show, the brand is tapping into a familiar and accessible technology for its audience. This approach can create a more intimate and relatable experience, as viewers will be able to engage with the content using devices they already own and understand. Additionally, the use of iPhones allows Jacquemus to leverage Apple's advanced camera features, such as cinematic slow motion and telephoto capabilities, to create visually stunning content that showcases the brand's unique aesthetic.

However, there are also potential drawbacks to this approach. Relying solely on iPhones might limit the creative control and flexibility that professional cameras and equipment offer. This could result in content that feels less dynamic or unique compared to what could be achieved with a wider range of equipment. Furthermore, using only iPhones could be perceived as biased towards Apple, potentially alienating users who prefer other smartphone brands.



For Apple, this collaboration with Jacquemus is a win-win. The brand's association with a high-profile luxury fashion event like "La Croisière" can help to further solidify Apple's position in the luxury market. Additionally, the use of iPhones to capture the show can generate positive publicity for the devices, highlighting their advanced camera features and capabilities. This, in turn, can drive more engagement and loyalty among Apple users.

In terms of the broader impact on fashion tech, Jacquemus' iPhone-only show is a clear indication that the lines between fashion and technology are continuing to blur. As luxury brands like Jacquemus and Hermès increasingly embrace tech partnerships, we can expect to see more innovative collaborations and integrations in the future. This could lead to new opportunities for brands to engage with their audiences, create immersive experiences, and drive growth in the luxury market.

In conclusion, Jacquemus' decision to capture its Fall 2025 show exclusively using iPhones is a bold and innovative move that has the potential to benefit both the brand and Apple. While there are some potential drawbacks to this approach, the benefits in terms of accessibility, familiarity, and integration with Apple's ecosystem make it an exciting development in the world of fashion tech. As luxury brands continue to explore the possibilities of technology, we can expect to see more collaborations and innovations that push the boundaries of what's possible in the industry.