Beyond the Runway: Jacquemus's CGI Stunt Sparks Global Fashion Frenzy

Cover Art by Katherine Hutter

Computer-generated imagery (CGI) has recently been implemented in many different brand’s marketing strategies in an attempt to create talk from the public and to draw mass recognition to labels. With constantly evolving technology, brands have begun to get very creative in terms of how they market their products to consumers. 

Jacquemus, a Parisian fashion label founded by designer Simon Porte Jacquemus in 2009, isn't new to head-turning fashion trends or internet stunts. Commonly known for their insanely small Le Chiquito handbag, Jacquemus decided to hop on the CGI wave by posting an 8-second Instagram clip showcasing larger than life displays of their Le Bambino handbag cruising down the streets of Paris on wheels. The post skyrocketed in views, topping nearly 40 million, as many questioned if the ludicrously large bags were actually real or if the post was rendered using AI or CGI (Moumdjian).1In response to the Instagram post blowing up and provoking public attention, a brand representative came forward confirming that CGI had been used and that the oversized handbags on wheels were not in fact real (economictimes.com).2 

Clearly, it is safe to say that this specific marketing idea was a massive success. Not only did the video itself get millions of views, but the content of the video was making people talk… a lot. Users flooded the comments section on the post and took to different social media platforms to discuss if the brand’s latest Instagram advertisement was real. Blogs and articles even began posting left and right regarding this marketing tactic. 

Users took to social media platforms such as Twitter (now known as X) and Facebook and also wrote blogs and articles about Jacquemuses’ commotion stirring Le Bambino CGI advertisement. Brand recognition was now through the roof. Not only had Jacquemus effectively targeted their immediate fashion following with this advertisement, but they had also gained the viewership and interest of those outside that sphere. Now, people in the tech industry were becoming familiar with Jacquemus, as the CGI rendering began appearing on their own screens. 

Additionally, those who dabble in CGI artistry – such as Ian Padgham, the mastermind behind the brilliant Jacquemus post – were now also being introduced to the brand. Whether these individuals who saw the post knew the purses in the clip were Jacquemuse or not, they saw the handbags and were intrigued enough to talk about them. The clip caused so much online discourse among the public that the brand was able to penetrate multiple different consumer groups outside their immediate segment: luxury bag buyers. 

As CGI becomes more mainstream, many brands have begun to incorporate the advanced technology and create mind blowing advertisements. Jacquemus, a well known luxury label, recently collaborated with 3D artist Ian Padgham for a post to show off their Le Bambino handbag. This clip, posted to the brand’s Instagram page, caused a public uproar that allowed the brand to reach multiple different audiences outside their immediate fashion following. Overall, Jacquemuse has demonstrated that they can bust out an excellent marketing campaign and get people talking about their brand. In a market where many brands compete with one another for the same consumers, brands must be creative with how they advertise their goods. Jacquemus has done just that and has made their products appealing to consumers.

Fisher, L. A. (2019, February 26). Jacquemus debuts tiny handbag that can barely fit airpods at Paris ... harpersbazaar.com. https://www.harpersbazaar.com/fashion/fashion-week/a26534572/jacquemus-mini-handbags/

(economictimes.com)

References

Moumdjian, M. (2023, April 17). Were you fooled by Jacquemus?. LinkedIn. https://www.linkedin.com/pulse/were-you-fooled-jacquemus-mia-moumdjian/ 

Giant Jacquemus handbags ride on the streets of Paris, Watch Video. The Economic Times. (n.d.).  https://economictimes.indiatimes.com/news/new-updates/giant-jacquemus-handbags-ride-on-th e-streets-of-paris-watch-video/articleshow/99300279.cms 

Fisher, L. A. (2019, February 26). Jacquemus debuts tiny handbag that can barely fit airpods at Paris ... harpersbazaar.com.  https://www.harpersbazaar.com/fashion/fashion-week/a26534572/jacquemus-mini-handbags/