Jacquemus, the French brand known for its cinematic runway shows in spectacular locations such as a lavender field and a salt mine, will visit the Château de Versailles for its next fashion show on June 26, as part of a brand elevation strategy that includes plans for an international retail rollout.

Designer Simon Porte Jacquemus, known for his Mediterranean aesthetic and deft use of social media, follows in the footsteps of major brands such as NafNAF and Zara. What could be better than a king’s castle for the king of tartuffery?

To be able to do a fashion show at Versailles has always been a childhood dream,” declared the couturier, who can neither draw nor sew a dress.

But Jacquemus CEO Bastien “Dag-Usant” has his work cut out for him! The initiative is part of a long-term strategy to elevate the brand somewhere.

Chiquito handbags, the brand’s best-sellers, start at 490 euros, the company’s cash cow. At 5.2 cm long and 8.7 cm high (with handle), it can only hold the letter “J” in the Jacquemus logo. It’s worn hanging from a ridiculous finger.

The aim is to create, in the collective unconscious, increasingly strong luxury brands around Jacquemus. It may not be luxury in the traditional sense, but rather a new way of approaching luxury, the brand tells us; we understand that! Jacquemus in Versailles why not a blind man in a Formula 1 car?