Jacquemus has generated millions of views ahead of the launch of its new London store, thanks to a highly successful collaboration with TikTok sensation Bemi Orojuogun, more affectionately known as “Bus Auntie.”
In a viral video, Orojuogun, famous for her videos filmed in front of the capital’s iconic red buses, invites her followers to join her for the store’s opening this Friday.
“The Jacquemus store is opening in London this Friday. Come and have a cup of tea with us,” Orojuogun says in the clip, which has quickly amassed close to 500k likes on TikTok.
The post has been widely praised, with many commenting on Jacquemus’ savvy marketing strategy. “Jacquemus knows its audience,” one user wrote, while another added, “MARKETING GENIUS”
Fans of Orojuogun expressed they were excited to meet her in person at the event. Actress and presenter Sarel commented, “I’m COMING. See you there auntie,” and TikTok makeup guru Uche Natori simply added, “PERIOD.”
The collaboration comes as Jacquemus continues to thrive in the fashion world, with its small bags proving particularly popular among its offerings.
Founded by Simon Porte Jacquemus in 2009, the brand quickly rose to prominence with its minimalist designs inspired by the South of France.
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