Jacquemus returns to Paris’s Picasso Museum for its next show

A symbolic return.

Jacquemus will once again bring fashion and art together in one of Paris’s most renowned cultural venues. On 25 January, the French house will close Paris Fashion Week with a show at the Picasso Museum in Paris. This is not the first time the brand has chosen this location: in 2017, it presented its La Bomba collection there.

The choice of venue, first reported by WWD, confirms a clear strategy on the part of the brand. For several years, Jacquemus has sought to engage in dialogue with cultural institutions while moving away from traditional fashion formats. Over time, the label has staged shows and events in heritage and exhibition spaces, helping to broaden how fashion is presented in Paris.

The Picasso Museum is housed in the Hôtel Salé, a 17th-century building listed as a Historic Monument. Inside, it holds one of the most important collections dedicated to Pablo Picasso. It is a prestigious setting, although one that has also been shaped by debates surrounding the artist’s legacy. Even so, the link between Picasso’s work and the creative universe of Jacquemus remains clear.

Picasso as a creative reference

The brand’s founder and creative director, Simon Porte Jacquemus, has spoken on several occasions about Picasso’s influence on his work. This inspiration can be seen in elements such as the geometry of certain accessories, the use of polka dots, and graphic effects in make-up. The relationship has also taken on an institutional dimension. In 2021, the designer contributed to the book Picasso-Méditerranée, published by the Musée National Picasso–Paris. Later, in September 2025, he took part in a symposium held at the museum itself.

With this return to the Picasso Museum, Jacquemus strengthens its cultural and artistic profile. The brand aligns itself with a growing trend in the luxury sector, where labels increasingly aim to offer experiences with deeper symbolic meaning. In this context, the connection to art and heritage is becoming a key tool—not only reinforcing brand identity, but also creating a stronger bond with audiences.

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