Fashion month just wrapped up with a magical bang, leaving us all in awe. Fashion shows are meant to make us dream, and what could be more enchanting than a runway at Disneyland? Coperni hit the jackpot by delivering an unforgettable grand finale to this season. They’re no strangers to viral moments—who could forget the iconic spray-on dress with Bella Hadid?
This got me thinking about Jacquemus, also known for their innovative marketing campaigns, and sparked the question: between these two boundary-pushing brands, who is truly winning the marketing game today?
Jacquemus vs Coperni – Who’s Winning the Marketing Game?
The Challenge for New Fashion Brands
Social media has undoubtedly leveled the playing field for new fashion brands, giving them a platform to reach global audiences. However, with so many designers competing for attention, standing out requires more than just beautiful clothing. It takes bold, imaginative marketing that cuts through the noise and captures the imagination of consumers. Jacquemus and Coperni have both mastered this art—but they do it in different ways.
Jacquemus: The Art of Storytelling and Aesthetic
Simon Porte Jacquemus, the creative force behind Jacquemus, has built his brand on a foundation of storytelling, simplicity, and an emotional connection to his audience. Jacquemus’ marketing strategy is highly personal, often intertwined with the designer’s own life experiences, such as his love for the South of France. The brand’s sun-soaked campaigns and social media presence are a reflection of this, offering an escapist fantasy that transports consumers to a Mediterranean dream.
Instagram as a Marketing Platform
Jacquemus is a master of Instagram, where he seamlessly blends personal moments, behind-the-scenes content, and product imagery. His account feels intimate and authentic, creating a direct relationship with his audience. This approach makes fans feel like they’re part of his world, rather than just consumers. The use of storytelling in campaigns like the one for the now-iconic Le Chiquito and Le Bambino bag made it more than just a product—it became a symbol of the brand’s aesthetic and identity.
Beyond digital marketing, Jacquemus has expanded into physical retail spaces, including his own store and a series of summer pop-ups. These pop-ups, often located in idyllic, sun-drenched vacation destinations, reflect the brand’s Mediterranean roots and offer consumers a fully immersive experience. This combination of experiential retail and social media engagement makes Jacquemus a master of creating desire and turning fashion into an aspirational lifestyle.
Event-Driven Marketing
Jacquemus has also revolutionized fashion marketing with his runway shows, which often become viral events. Whether it’s a lavender field in Provence, a wheat field in the French countryside, or the Palace of Versailles, Jacquemus’ shows offer more than fashion—they provide an experience. These highly visual settings are made to be Instagrammed, further expanding the brand’s reach beyond traditional media.
Coperni: Technology-Powered Fashion
In contrast, Coperni, helmed by SĂ©bastien Meyer and Arnaud Vaillant, has taken a different path, blending technology and viral moments into their marketing strategy. While Jacquemus evokes emotion and connection, Coperni leans into creating buzz and pushing the boundaries of fashion and technology.
Technology-Driven Marketing
Coperni is known for integrating cutting-edge technology into its shows and collections. Their Spring 2023 show, where a dress was spray-painted live onto Bella Hadid, became an instant viral sensation and went straight into our top moment of 2023 of the Glam Observer Report. This moment captured the attention of fashion insiders and mainstream audiences alike, driving millions of impressions on social media and news platforms. Coperni’s ability to create moments that live beyond the runway is what makes their marketing stand out. Beyond viral stunts, Coperni also integrates technology into its design process, making it part of the brand’s DNA. From experimenting with fabric and materials to futuristic runway concepts, they position themselves as leaders in the marriage of fashion and tech. This resonates particularly well with Gen Z and younger audiences who crave novelty and innovation.
Celebrity Power and High-Profile Collaborations
Coperni has also excelled in leveraging celebrity partnerships to amplify its marketing impact. The brand made headlines by designing custom looks for Beyoncé’s Renaissance tour, aligning itself with one of the most influential names in entertainment. Additionally, their collaboration with Kylie Jenner who also closed the SS 25 show at Disneyland, created a buzz, putting Coperni in front of her massive global audience. These celebrity-driven moments elevate Coperni’s visibility and make the brand synonymous with cutting-edge fashion culture.
Who Does It Better?
Both Jacquemus and Coperni excel in their own marketing lanes. Jacquemus thrives on emotional storytelling, a sense of authenticity, and creating intimate relationships with consumers. His marketing feels organic, rooted in personal connection, and aesthetically driven by a love of the Mediterranean lifestyle. In contrast, Coperni focuses on spectacle, buzz, and technological innovation, making headlines with viral moments and avant-garde runway presentations. Their collaborations with icons like BeyoncĂ© and Kylie Jenner further cement their place in fashion’s pop-culture zeitgeist.
So, who does it better? It depends on your definition of marketing success. If you value long-lasting emotional connections and brand loyalty, Jacquemus might take the lead. If you’re looking at immediate impact, viral moments, and star-studded collaborations, Coperni’s approach is unparalleled.
The Future of Fashion Marketing
Both brands reflect broader trends in fashion marketing today. Social media’s influence has created a need for designers to craft not just clothing but entire experiences that are worthy of being shared, liked, and followed. Whether it’s a Jacquemus show in a wheat field or a Coperni moment on Beyoncé’s tour, these brands understand that fashion marketing is now as much about content creation as it is about garments.
We’re seeing a shift where the lines between fashion, technology, and entertainment are becoming increasingly blurred. Brands like Coperni are leading the charge with their tech-forward shows and viral moments, while Jacquemus proves that classic storytelling still holds immense power in a digital age.
In the end, both Jacquemus and Coperni are reshaping the future of fashion marketing in their own ways. Whether through emotional connection or viral spectacle, these two brands are proving that to succeed in today’s competitive fashion landscape, marketing must be as innovative as the designs themselves. Which one is your favorite? Let me know in the comments below.
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