Although still relatively new, Parisian brand Jacquemus has already gotten to a point where you can recognise designer Simon Porte’s signatures. His collections are always very French but most importantly, celebrate the simple joys of life – sun, sea and family. The most recent SS18 collection – entitled ‘La Bomba’ – was no different and unsurprisingly this carried over in the newly released campaign that debuts exclusively on Dazed.

Photographed on a beach in Lanzarote (hence the black sand), the images were shot by frequent collaborator David Luraschi. In addition to the model who appears in the collection, Simon Porte also joined in on the action wearing one of the looks. “It is something that I always like doing, having a little souvenir of me as the girl I try to imagine/picture for my collections,” the designer told us. “Wearing one of the dresses and being a Bomba for a few minutes was a lot of fun.” Sadly those pictures didn’t make the final cut.

The collection itself featured skimpy spaghetti strap dresses, mismatched souvenir-like earrings and gigantic sun hats, but don’t worry if you’re not feeling beach body ready as it is for all. “La Bomba could be anyone,” Simon Porte said. “There are no physical criteria, it is more of an attitude or a feeling a girl can have when she feels beautiful and free.” And that is exactly the feeling you get when looking at the model in the new campaign. 

See the full campaign in the gallery above.