Jacquemus — Where fashion meets sunscreen: the power of branding (a fictional exploration)

Imagine pushing the boundaries of Jacquemus, exploring the potential for the brand to extend its vibrant colors, playful silhouettes, and joie de vivre beyond fashion. This is the idea behind 'Le Sud,' a conceptual sunscreen line inspired by the power of Jacquemus' persona.

Meaning "The South" in French, “Le Sud” isn't a real product line, but rather a thought experiment that explores the potential of a Jacquemus sunscreen. Through Le Sud, we delve into the power of a strong brand persona and how it allows a fashion house to create a universe beyond the runway.

The Power of Brand Persona: Lessons from a Fictional Line

While Le Sud isn't a real product (yet!), it serves as a powerful illustration of how a strong brand persona can unlock exciting possibilities.

Think back to the recent success of Sporty & Rich, a sportswear brand that launched a skincare line. This seemingly unexpected move highlights the importance of a brand persona that goes beyond products.

As Emily Oberg, founder of Sporty & Rich, explains, "we don't sell products - we sell a lifestyle, a world that people want to buy into and be part of." This philosophy is precisely what fuels the potential of Le Sud.

The Le Sud Persona: Embracing Sunshine

Imagine the quintessential Le Sud customer: someone who embodies youthful energy, a touch of down-to-earth charm, and an insatiable love for the Mediterranean lifestyle. Picture long summer days spent basking on the beach, carefree laughter echoing through the air. This persona isn't just about looking a certain way; it's about a feeling, a yearning for a life filled with sunshine and simple pleasures.

Sunscreen: A Natural Extension of the Jacquemus Universe

So, why sunscreen? For the Jacquemus persona, sun protection isn't just a practical necessity; it's an essential part of their lifestyle. It allows them to embrace the sun safely, ensuring those long, golden days don't come at a cost. Introducing a sunscreen line becomes a natural extension of the Jacquemus universe, a product that seamlessly integrates into the brand's core values.

Beyond Fashion: Building a Lifestyle

The magic of a strong brand persona transcends selling products. It fosters a sense of community and belonging, allowing you to connect with your audience on a deeper level. When your brand represents an aspiration or a feeling, people don't just buy your products; they buy into the entire lifestyle you've created.

Le Sud: A World of Sunshine Awaits

While Le Sud may not exist on store shelves, it serves as a powerful illustration. It showcases how a brand persona can act as a compass, guiding the creation of products and experiences that resonate deeply with the target audience. I

magine a sunscreen line named "Coup de Soleil," a playful wink at Jacquemus' "Le Coup de Soleil" collection, housed in packaging that reflects the brand's youthful spirit and effortless cool.

This exploration of Le Sud isn't just about sunscreen; it's about the possibilities that blossom from a well-defined brand persona. It's a reminder that a brand can be more than the product it sells; it can be a gateway to a full-blown universe.

Free Resources to Build Your Brand Persona

Click here to download the free workbook. It walks you step-by-step through creating a brand persona, packed with exercises, prompts, and real-life examples. By the end, you'll have a clear persona and be ready to showcase your brand the way you envisioned. 🍋🪄