Jacquemus’ Fall 2025 fashion show made waves by only allowing iPhones to capture the runway. Find out how this unique decision added to the experience and what it means for the future of fashion photography.
In a bold move that has caught the attention of the fashion world, French fashion house Jacquemus made a statement at its Fall 2025 show by allowing only iPhones to capture the runway. This unexpected decision marked a shift in how fashion shows are typically photographed and shared with the public. The idea was to create a more authentic, accessible experience for attendees, blurring the lines between professional photography and everyday moments.
The choice to limit photography to iPhones was not just about technology; it was about reshaping the relationship between the fashion industry and its audience. Traditionally, high-end fashion shows are captured by professional photographers using expensive cameras and lenses, with the images often shared through controlled channels. By using iPhones, Jacquemus democratized the process, inviting everyone in the room to capture the show in their own unique way. This move gave a fresh perspective to the event, allowing personal moments to shine in ways that would normally be filtered through traditional media outlets.
For attendees, it was an opportunity to engage with the collection on a more personal level. Without the pressure of perfect, staged shots, they could freely take photos, videos, and even share their experience on social media without feeling like they were intruding on the show’s professional documentation. It also made the images that did make their way online feel more organic and less curated, offering a real-time glimpse into the atmosphere of the event.
This new approach also speaks to the ongoing shift in fashion's relationship with technology. Jacquemus, known for its modern and innovative approach to fashion, is clearly making an effort to keep up with the times. Smartphones, particularly iPhones, have become integral to how fashion is consumed, shared, and experienced. With their powerful cameras and easy-to-use features, iPhones are now not just tools for communication but also for capturing high-quality images in a casual setting. By embracing this technology, Jacquemus is tapping into a broader trend of making fashion more accessible and relatable.
Looking ahead, it will be interesting to see if other designers and brands follow Jacquemus’ lead. As fashion continues to evolve and intersect with technology, events like these show how boundaries are being pushed in terms of how we experience and share fashion. Jacquemus has proven that sometimes, it’s not about perfection—it’s about capturing the moment in a way that feels genuine and connected to the audience.
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