Jacquemus has taken to TikTok to put a clever spin on the hurdles, in an Olympic-themed spot that puts the bags at the centre of the iconic race.
It showed two smartly dressed older people running over the bags, which were the colours of the Olympic rings, on a racing track.
Writing on LinkedIn, OK Cool co-founder Jolyon Varley said “The Jacquemus team don’t miss a beat. That stopped my scroll last night”.
“Two impeccably dressed seniors, racing on a track not tackling hurdles but giant bags”.
https://www.tiktok.com/@jacquemus/video/7395580029935160609?is_from_webapp=1&sender_device=pc&web_id=7359524827348616737
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He went on to praise it for “tapping in to the athletic spirit of the Paris Olympics” but being “fashion forward”.
“Bravo for reminding us that fashion (and sports) are for everyone, at every age. It’s hard not to crack a smile watching this, agreed?”
It comes after other similar stunts from the handbag brand which recently collaborated with Nike and transformed a Selfridges pop up into a locker room with a take on the Nike swoosh (entitled Le Swoosh) which transformed it into handbag material at the centre. Nobody’s Café founder David Ogiste took to LinkedIn to applaud the move.
Last year it also famously drove a large version of the bag through Paris in a move that tapped into its French heritage.
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Could there be more under way from the brand at the 2024 Olympics? It’s certainly a tall ask for others to compete with a brand so famed for its stunts.
