Apple and Jacquemus Set to Redefine Fashion Shows with iPhone 16 Pro Max

French fashion house Jacquemus is set to redefine runway presentations with its upcoming Spring 2025 “La Croisière” show, which will be filmed entirely on the iPhone 16 Pro Max. Taking place in the historic former residence of French architect Auguste Perret, the event aims to blend cutting-edge technology with the brand’s signature aesthetic, offering a unique and immersive experience for its audience.

According to a statement from the brand, a custom installation will integrate iPhones directly into the set design, offering guests an immersive, interactive experience. “This collaboration between Jacquemus and Apple highlights the synergy between innovation and fashion, captivating audiences worldwide,” the press release noted. Further updates are expected as the event approaches.

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In a recent Vogue interview, Simon Porte Jacquemus reflected on the significance of this decision, explaining how his brand has always been intertwined with iPhone photography. “From my earliest days—sharing showroom pictures, moments with my best friend, and my shows—I used an iPhone to connect with my audience. It felt natural to extend that concept by filming the entire show with iPhones.”

To bring this vision to life, 17 strategically placed cameras will be embedded into the setup of Perret’s apartment. These cameras will capture every detail, from runway shots to intricate close-ups, ensuring a fresh perspective on the Jacquemus aesthetic.