Paris

Last Thursday, Istituto Marangoni Paris welcomed Sarah Benady, CEO of the French fashion house Jacquemus, for a conversation that explored some of the key themes shaping the industry, from creativity and communication to brand management and the skills needed to build a career in fashion.

The meeting offered a glimpse behind the image of a maison that has built an instantly recognisable universe and established a distinctive dialogue with younger generations. It was also an opportunity to gain a closer understanding of the everyday challenges involved in growing and developing a fashion brand.

Sarah Benady shared with students her memories of attending her first fashion show alongside Simon Porte Jacquemus, the brand’s founder and creative director. Having joined the company in March 2025, she witnessed the collection take shape, from product development and casting to the smallest details of the show. “Seeing all that work come together in just a few minutes was an especially moving moment. It gave me an even deeper understanding of the personal and vulnerable nature of the creative process: behind every collection lies a story, often an intimate one, that the designer chooses to share with the world”.

But what does working for a fashion house like Jacquemus actually involve? Sarah Benady encouraged students to look beyond spectacular campaigns, runway shows and successful products. While fashion has the power to create magic, behind the scenes there are budgets, production deadlines, technical constraints and teams that must work closely together. The ability to reconcile creative vision with operational realities is precisely what makes the industry so stimulating: every idea must find a way to become reality without losing its original strength.

This balance is closely connected to Jacquemus’ identity, shaped in part by campaigns that surprise audiences and tell stories, including the brand’s latest campaign, set in Miami. Many of these campaigns draw inspiration from Simon Porte Jacquemus’ memories, family and everyday life. Even the name of a handbag can hold a personal memory and become the starting point for a visual narrative. This approach helps make the brand distinctive: Jacquemus is not simply an aesthetic, but an entire world of stories that invites its audience in.

The same philosophy extends to digital communication. Jacquemus emerged in the age of social media, but, as the manager explained, its online presence is not simply about creating content designed to perform on digital platforms. Spontaneity and authenticity remain central. Communication works best when it grows naturally out of a brand’s identity rather than following pre-established formulas.

And for those aspiring to work in fashion, which qualities really matter? According to Sarah Benady, “what makes the difference above all are human qualities: curiosity, generosity, the ability to collaborate and a talent for finding solutions.” In an environment where people work closely together, individual talent matters, but so does the ability to contribute to shared goals. Skills can be developed over time; building positive relationships and sharing a common work ethic are just as essential.

Looking ahead, the Ceo spoke about Jacquemus’ ambition to strengthen its international presence, with a particular focus on Asian markets, as well as its expansion into beauty. The fragrance project, developed in collaboration with L’Oréal over more than a year, represents a natural evolution of a creative vision that has always viewed fashion and beauty as complementary worlds. “Simon has always seen fashion as closely connected to beauty.” This new chapter brings fresh opportunities, but also new organisational challenges: development timelines and processes in the beauty industry differ significantly from those in fashion.

The conversation with Sarah Benady offered students a direct insight into the present and future of Jacquemus, opening up a broader reflection on the challenges and transformations shaping the fashion industry.