Jacquemus honours his native Provence in the designer’s new ad campaign featuring Belgian model Rose Van Bosstraeten stuck as a traditional South of France figurine called ‘Santon’. White, purity and elegance mark these new visuals.

“The collection is about those figurines and the traditions of the south of France. So it was very logical to shoot them this way, like figurines. I wanted to speak about those traditional santons in a poetic and modern way.” Jacquemus recently explained.