Not a brand, a Family
- Mar 2
- 2 min read
JACQUEMUS just reminded the industry that while everyone is chasing the next Gen Z trend, real luxury is rooted in legacy. Naming his grandmother, Liline Jacquemus, as the brand’s first-ever Brand Ambassador, was an amazing and bold move, just the type of strategic thinking that we loved at CROING l Creative Agency
Simon Porte Jacquemus is a master in how to leave everyone speechless when it comes to his marketing strategies. In 2022, he did it by announcing his "bromance" with Bad Bunny to the world, a partnership many still view as a "muse" relationship to this day. How can I forget when he plays “Linda Barinas” by Simón Díaz, a legendary singer-songwriter from my home country, Venezuela, for his Spring/Summer 2025 collection digital content? ❤️
Liline as a Brand Ambassador is so relevant for the Luxury Fashion category cause is an example of humanity over hype. In a digital age obsessed with Gen Z aesthetics, JACQUEMUS leaned into something deeper: vulnerability.
Even his post to announced it felt more like a love letter than a diversity play. It felt timeless because it’s rooted in his truth, not a marketing calendar. It proves that when you stop trying to "look" like a brand and start acting like a human, you create a connection that price tags can’t reach.
His statement was clear, yet strategic, reminding us that a ‘true ambassador must not use the word “brand” and must instead say “family.”’
I’m Alejandra Salazar, Speaker, Founder & CEO of CROING l Creative Agency where we work with brands that want to get closer to their audience. Here, I share audience insights, creative industry events, culturally relevant campaigns, and spotlight women in the industry. Follow me and join the conversation.
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