In a world saturated with celebrity endorsements, does fashion really need another perfectly sculpted, relentlessly youthful brand ambassador? Probably not. But what we desperately need is more of the unexpected – like Jacquemus' brilliant and heartwarming decision to name his 79-year-old grandmother, Liline, as his very first brand ambassador.
Just days ago, the fashion world buzzed with anticipation. Designer Simon Porte Jacquemus teased a major announcement on Instagram: his inaugural brand ambassador was coming soon. The internet was flooded with predictions. Would it be Lisa from K-pop powerhouse Blackpink, fresh from wearing a custom Jacquemus gown to the Golden Globes? Or perhaps one of his runway regulars, like Kendall Jenner or Bella Hadid? But here's where it gets controversial... Nobody saw this coming.
Jacquemus unveiled his choice: his own grandmother, Liline Jacquemus. In a heartfelt Instagram post (https://www.instagram.com/p/DT2p689iJqj/), he explained, "Before anything, there was her. Before Jacquemus even existed, she was already my inspiration. Her strength, her elegance, her authenticity… she shaped the way I see women, and the way I imagine the maison.” This wasn't just a PR stunt; it was a deeply personal tribute. For those unfamiliar with the brand, Jacquemus consistently draws inspiration from the women in his family. He famously photographed his grandmother at home during the 2020 pandemic for a summer campaign, and often cites her and his late mother as his creative touchstones.
And this is the part most people miss... While the sentiment is genuine, Jacquemus also injected his signature humor into the announcement. He outlined Liline's tongue-in-cheek “contractual commitments,” stipulating that she must adhere to a full Jacquemus look at all times and, crucially, “must not be seen, photographed, sketched, remembered, or emotionally associated with any Maison that is not Jacquemus.” Imagine those Thanksgiving dinners!
Jacquemus' success is undeniable. He's built a global brand with flagship stores in the U.S. and a devoted following among “It” girls and those aspiring to their style. A key ingredient to his appeal is his playful sense of humor. So, is it truly surprising that he'd choose his grandmother as an ambassador amidst what some might call peak ambassador overload in the luxury fashion world? To truly appreciate the scale of celebrity endorsements, consider José Criales-Unzueta’s insightful analysis of celebrity brand ambassadors in Vanity Fair (https://www.vanityfair.com/style/story/what-is-a-fashion-celebrity-brand-ambassador-guide?srsltid=AfmBOop05R0PIQwFNRA8KtCACyb6HxobzHQUExs57y3ojokFXErf9VYE). The article highlights the staggering amounts of money and resources poured into leveraging star power to drive sales. Chanel, for example, reportedly boasts over 22 celebrity ambassadors, including A$AP Rocky and Margaret Qualley. Dior’s roster is even more extensive, with 33 – or 34, if you include their recent addition of Taylor Russell – and that's before even considering their menswear ambassadors.
From a purely business perspective, this strategy makes sense. It's a tried-and-true formula. But for a brand like Jacquemus, still evolving and forging its own path, sidestepping the conventional ambassador-to-media-impressions-to-sales pipeline feels refreshingly bold. It’s a clever and timely move, injecting humor into the often-stuffy world of high fashion, particularly during awards season.
Liline's appointment is undoubtedly a viral sensation, but it's also a powerful statement. Jacquemus is placing an older woman at the heart of his brand, challenging the industry's persistent obsession with youth. This is particularly significant just days before his next show at the Picasso Museum in Paris. Even in 2026, luxury fashion overwhelmingly prioritizes youth, despite occasional exceptions like Jonathan Anderson's casting of 88-year-old Dame Maggie Smith in a Loewe campaign in 2023, or Joan Didion fronting Céline in 2015. As highlighted in Harper's Bazaar (https://www.harpersbazaar.com/better-with-age/), we need more representation of faces that age gracefully, and greater recognition from brands that older women are not only muses but also valuable luxury consumers.
In conclusion, witnessing a grandmother celebrated on the internet is undeniably heartwarming. Liline is a star. Now, here's a thought-provoking question: Do you think Liline's appointment is a genuine shift in the industry's perception of older women, or a fleeting viral moment? And how iron-clad do you think that contract really is? Let us know in the comments!
