In an industry driven by spectacle and speed, Jacquemus chose stillness.

With Le Paysan, Simon Porte Jacquemus does not simply present a collection. He opens a window into memory, into childhood, into the land that shaped him. It is not a campaign built on excess or performance. It is a return. A soft and resolute act of remembering.

Set among the sun-warmed fields of southern France, Le Paysan unfolds like a personal archive. The imagery is tender and restrained. Models do not perform. They move through the landscape as if they belong to it, barefoot in the soil, hands brushing wheat, bodies guided by the quiet rhythm of rural life. The clothes exist not as costume, but as companions to living.

This is where the power of the campaign lies. It does not attempt to impress. It allows you to feel.

Jacquemus has always been transparent about his roots. The son of farmers, raised in Provence, forever inspired by his mother and the quiet poetry of the countryside, he builds his work from a place of intimacy. In Le Paysan, that intimacy becomes the message. Every composition, every fabric, every gesture carries the weight of lived experience. The campaign does not borrow authenticity. It is authenticity.

There is a rare beauty in the restraint of this collection. The palette echoes the earth itself, oat, wheat, sky, stone, soil. The silhouettes reference workwear and tradition, yet they are transformed into something reverent and modern. Aprons become couture. Function becomes poetry. Nothing feels forced. Nothing feels empty.