Jacquemus Turns the Office Into a Runway With Its “Back to Work” Campaign

Breathe in, breathe out… time to go back to work. But in the world of Jacquemus, even the most mundane Monday feels like couture.

Source: X / Jacquemus

The “Back to Work” campaign isn’t about starched collars or drab cubicles. Instead, Jacquemus breathes life into the everyday commute, reframing the office as a stage where simplicity and elegance take centre stage. Sun-drenched visuals, airy compositions, and crisp cuts transform routine into reverie.

Directed by Sofia Alazraki, the campaign unfolds like a short film, not an ad. Each frame is carefully composed—poetic, restrained, yet brimming with Jacquemus’s signature touch of whimsy.

Workday Chic, the Jacquemus Way

There’s no heavy-handed sales pitch here. No loud logos or glossy product close-ups. Instead, Jacquemus whispers: style isn’t seasonal—it’s ritual. By weaving emotion into fashion, the brand redefines “back to work” as not just a calendar event but a mindset reset.

The narrative nudges us to see work not as drudgery but as an opportunity to inhabit elegance: that moment when you slip into a blazer that feels like armour, or when your morning coffee feels more cinematic than stressful.

The Brand’s Whisper, Not a Shout

This approach is consistent with Jacquemus’s broader storytelling language. From the nostalgic tenderness of its “Le Paysan” pre-show moments to the breezy surrealism of “Back to Work,” the house sidesteps traditional marketing. Instead, it crafts emotional worlds—dreamscapes where memory, mood, and movement drive desire more than product itself.

Why It Resonates

In a post-pandemic world, the idea of “going back to work” carries weight. It’s a transition, sometimes dreaded, sometimes celebrated. Jacquemus taps into that collective mood and flips it: reframing the return not as loss of freedom, but as reclaiming presence. Work becomes runway. Every desk, a stage. Every step, a strut.

Conclusion: An Invitation to Reimagine

Jacquemus’s “Back to Work” campaign doesn’t just sell clothes—it sells a feeling. A reminder that elegance isn’t reserved for special occasions; it’s stitched into the everyday. With a gentle cinematic whisper, the brand invites us to make the ordinary extraordinary.

Because when Jacquemus says, “Time to go back to work,” it feels less like a chore and more like a curtain call.

The Uncommon Breed

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