Mastering the lost art of uniqueness in storytelling: marketing lessons from Jacquemus
I recently read a Substack post that said we’re losing the art of authentic storytelling due to perfectionism. According to the writer, most stories now come wrapped in rhythm, dressed in sincerity, and built for reach.
“If you listen closely, you can hear the moan of the algorithm.” My interpretation of this is that stories aren’t always built from a place of truth but are carefully crafted to gain traction. Stories are losing their art, because where is the art in perfectionism if you really think about it? I get the writer's frustration, but I can also understand why brands lean into this strategy.
After all, the ultimate goal is to attract audiences and sell, right? I believe as long as a brand's storytelling is creative, builds community, resonates, or makes an impact, that approach still works. However I do have another take on this so make sure you read till the very end.
That said, what I will classify as lost art is uniquness. The google translation for uniqueness is "the state or quality of being one of a kind, unlike anything else, or remarkable and unusual". I once told my friend whose boyfriend's mum had described her as unique that I think her uniqueness makes her beautiful.
Imagine a world where we all looked the same, spoke the same, dressed the same, thought the same. Where is the art in that? Where is the beauty in that? Where is the creativity and distinctiveness in such a world? Have a think and now, hold that thought and channel that same realisation to brand campaigns.
I have noticed that many brands aren’t standing out anymore. They do not have a unique flair to their ads and stories. Too often than not, they shy away from their unique personalities in an effort to fit in with what is trending or relate to all audiences. I am certain some brands do not even have a brand personality.
Not every story needs to resonate with all audiences. Staying true to your brand's personality may turn away the naysayers away and make room for the right people, that is, those who truly connect with and appreciate your brand’s unique essence. The best brands create campaigns so recognisable, you know it’s theirs before their logo appears. Jacquemus is a perfect example. Every campaign feels fresh, creative, and uniquely theirs.
That’s the kind of storytelling that sticks, and the kind of originality and uniqueness I wish more brands embraced.
LE PAYSANS - "the farmers"
How would you describe Jacquemus’ brand personality? To me, it is playful, whimsical, creative, soulful, and bold. Jacquemus' campaigns are never predictable yet always unmistakably Jacquemus.
The moment you see one, you just know it is his work without needing to see a logo. Every Jaquemus campaign feels like a doorway to another world. The type of world I would want to exist in. It feels immersive, dreamy, unforgettable, and most importantly, unique. It’s like slipping into a dream or the pages of a novel you never want to end. I am not sure if this encapsulates how his campaigns make me feel, but if you are a Jaquemus stan then you must know exactly what I mean.
Jacquemus dedicated his latest collection, "Le Paysan," as a heartfelt tribute to his roots, family, heritage, and the romanticism of rural life. He takes us on a journey through the life he was raised in.
One that shaped the dreams he has now made his reality. In the lead-up to the show at l’Orangerie de Versailles, he released a series of videos that unfold the story of his upbringing on a farm in the South of France, blending nostalgia with modernity to showcase the creative and unique flair we love about Jacquemus campaigns. Using old family photos and childhood memories as inspiration, Simon crafted a deeply personal narrative tof his life on the farm and to give us a glimpse into what to expect from the collection. This campaign embraced Jaquemus' brand personality as per usual giving us that unique touch for the story to standout.
Bonjour.
In true Jacquemus style, on the day of the show, his guests; the curators of pop culture we know and love, said “bonjour,” all draped in Jacquemus, of course. This clever move not only showcases his latest pieces but also brilliantly markets designs from past collections. It has become a distinctive and creative signature of his shows, blending fashion with a strong sense of community and shared identity.
This moment is another aspect of his shows his audience eagerly anticipates. It might seem like such a simple gesture but that post alone garnered 3 million views on Instagram alone. Cumulatively, from the first campaign release for "Le Paysan" through all the moments captured during the show’s lead-up, amassed over 60 million views. This was what I meant when I said staying true to your brand's personality will always attract the right people. It might shock you that even some of the naysayers might start to catch on.
What can you learn?
Referring back to the Substack post about losing the art of authentic storytelling due to perfectionism, if you’re just starting out, don’t wait for everything to be perfect. Perfection has killed more dreams than failure ever could. As Anthony Bourdain said, “Failure is a necessary part of trying something new.”
Failure is a necessary tool to learn and know exactly what your audience prefers.
I remind myself of this every time I post on TikTok. I’m not the best editor, and I cringe each time I post a Tiktok, but I do it anyway because I know that with consistency, I’ll get better.
Secondly, the same way your uniqueness makes you beautiful, having a clear brand personality helps your brand be distinctive and break through the noise. Not everyone will be your target audience, and to be honest that is okay because they would only be making space for those that would truly appreciate your brand's uniqueness.
Hope you enjoyed reading this lovely PLM community. Catch you same time next month!
Social Media and Marketing Strategist and
Creator Executive
