Jacquemus conquers Los Angeles with a banana. Thursday night in Los Angeles, a momentous event shook the balance of the world: Jacquemus opened a boutique. Yes, forget wars, global warming and your tax problems, because Simon Porte Jacquemus has brought flowers, lemons, bananas and, the ultimate in cultural innovation, soft banana ice cream, straight to the pulsating arteries of West Hollywood. Whew, we can breathe easier.

So, after literally revolutionizing the Texas scene with an immersive bowling event (we’re already imagining strikes in draped dresses and satin mules), Jacquemus decided the world didn’t have enough selfies in front of yellow walls. That’s why its team has transformed Melrose Avenue into Provence on steroids, but be warned, an Instagram-filtered Provence, where every lemon is photogenic and every flower has signed a modeling contract.

The store, located at 8804 Melrose Avenue (because the address is also branding, darling), is the brand’s first foray onto the far-flung and exotic West Coast. Did you think contemporary fashion needed an existential rethink? Bad news: what it really needed was bananas.

In short, the experience was “buzzy”, “eye-candy”, and a whole host of other keywords that make marketers’ eyes sparkle. And of course, it worked perfectly. Because, after all, what would Los Angeles be without a little party where you pretend to eat ice cream while you take pictures of your ice cream and sniff angels.

FM