Jacquemus's aim is to create his own universe, and he likes to say "I don’t do clothes; I do stories." Though these tales are about women, women like Caroline de Maigret (who appeared in one of his lookbooks after he contacted her on Facebook), they are also, ultimately, about the designer, who cuts and drapes on himself, and his sun-kissed and free childhood. "We know me," he told journalist Emma Hope Allwood, "for my smile and my sunshine and my (love of the) seaside."