Jacquemus is a brand built on precise cultural fluency; its visual language lives at the intersection of French informality, Mediterranean warmth, and contemporary luxury. The Jules Koundé editorial required translating that language into a narrative shaped by a specific personality: a global sports figure with a strong cultural presence of his own.

Maintaining brand coherence while leaving space for Koundé's own identity to emerge. The risk of editorial projects with high-profile figures is that the brand disappears behind the personality; or the personality gets flattened by the brand codes. The balance had to be precise.

I supported the visual coordination across the editorial; contributing to the translation of Jacquemus brand codes into a culturally resonant narrative. Working within the production framework, I helped ensure visual coherence across formats: from on-set decisions to final editorial sequencing.

The work required reading both the brand's visual grammar and the cultural weight of the collaboration; and making sure neither cancelled out the other.

The editorial landed as a coherent Jacquemus statement; culturally legible, visually precise, with Koundé's presence amplifying rather than disrupting the brand universe.