The French fashion house Jacquemus has officially unveiled its new advertising campaign titled “A day with Pamela and her sons,” featuring Pamela Anderson alongside her sons, Brandon Thomas Lee and Dylan Jagger Lee. The campaign employs a DITL (day-in-the-life) format, capturing everyday family moments with a blend of irony and warmth, underscored by its soft, cinematic style and “quiet luxury” aesthetic. At the core of the composition is the Valérie bag, which serves as a central visual and conceptual focal point in every scene, seamlessly integrating into domestic settings and driving the narrative cadence. Pamela appears in relaxed poplin outfits, while her sons add lively, ironic accents, embodying a casual family dynamic.
The Valérie model, designed by Simon Porte Jacquemus in honor of his mother, merges vintage 1930s silhouettes with contemporary functionality and architectural design. Overall, the campaign shifts away from traditional runway aesthetics, favoring emotional resonance, everyday life, and the Valérie bag as the story’s centerpiece.