Instagram and high fashion have always been friends, albeit some closer than others. Take Jacquemus, for example, who has always been in the good books. Jacquemus ticks all the boxes of a cult-followed ‘Gram brand — playful, bold and instantly recognisable designs (cue Le Grand Chapeau Bomba hat and Mini Le Chiquito bag), not to mention a fan club that counts Bella Hadid, Kendall Jenner and Aimee Song as members. The designer, Simon Porte Jacquemus, knows its power. Last year, he told L’Officiel that "if it's cute on Instagram, it will sell. That's just the world we live in."
Of course, the relationship between Instagram and high fashion runs deeper than cute accessories and constant newness. Instagram is a place for debate, humour, relatability and community — and there are many ways that plays out. One of those ways is through memes.