The most loved French brand on Instagram will be landing in Milan during Fashion Week 2022 and will be called Jacquemus 24/24. An innovative concept store, already tested in Paris, that left everyone pleasantly surprised. It will remain open for only 3 days, but without interruptions, 24 hours a day. A shopping experience designed for the younger generations: Fun and, above all, Instagrammable.

The Milanese store of Jacquemus will in fact only remain open for three days. From Friday 25 February at 9.00 until Sunday 27 at midnight. It will be possible to buy Jacquemus products 24 hours a day. The position of the pop-up is still unknown, but will become one of the most photographed and shared spots in Milan.

No queues or orders. The new Jacquemus pop-up will be completely self-service. Just pay at the cashier, and then unlock the locker containing one of the brand’s cult bags or accessories. “This format is designed to make everyone feel welcome” Simon Porte Jacquemus wrote on Instagram. “We want you to have a good experience regardless of what you do inside, even if you just walk by and take a picture. This is Jacquemus.” “New color, new product“. So writes Jacquemus on his Instagram profile announcing the opening of the Milanese pop-up. If the Parisian one was under the banner of shocking pink, which shade will be reserved for the capital of Italian fashion? We still don’t know.