Jacquemus + Nike Le Sac Swoosh: the it-bag of spring fashion
The collaboration between the two brands continues and is enriched with a new piece, an almost alchemical marketing operation where Simon Porte's shoulder bag is the same as the logo of the partner brand
It is destined to become the next spring fashion obsession. With Jacquemus, the Nike Swoosh-shaped bag becomes the most hybrid and fluid accessory the history of fashion marketing has ever witnessed. Since 2022 Simone Porte Jacquemus with Nike have delighted us with visual product combinations, taking care to never go beyond the identity limit of mutual recognisability. See with the Nike Air Humara sneakers and the J Force 1. But this time it's different. The Jacquemus + Nike collaboration releases a truly incredible drop, a Jacquemus Le Sac Swoosh shoulder bag with the unmistakable shape of the partner brand's logo, namely Nike. So is it Jaquemus or is it Nike?
To announce the release of the Jacquemus + Nike bag like every spring fashion campaign, the common strategy has chosen to involve an excellent testimonial, the sprinter and 100 meter dash champion at Budapest 2023 Sha'Carri Richardson. Nothing less than an expert on time and performance. And from the campaign image released on social media as a teaser, some of its distinctive aesthetic features are very clear, such as the exaggerated manicure and the wing-shaped tattoo on the right forearm.
The visual strength of the Nike Swoosh logo was created by a woman
When Phil Knight and Bill Bowerman opened Blue Ribbon Sports in Portland in 1964, they were simply distributors of the most popular basketball sneakers of the moment, the Japanese Onitsuka Tiger. But as time passed and business started successfully, they immediately realized how it could be much more profitable to produce their own sneakers in-house. But with which logo? At the time Knight was also an accounting professor at Portland State University and he didn't miss the opportunity to ask graphic design student Carolyn Davidson to try to design a catchy logo to better sell those new football boots.
Few people know that long before being called Swoosh, the Nike logo was initially called The Sript by Davidson despite wanting to express that precise sensation of when something or someone passes by us quickly. It is therefore a word with a powerful onomatopoeic value because as soon as it is pronounced, concepts of speed and movement are instantly evoked. Finally, behind the meaning of the Nike logo there are the wings of the Greek goddess Nike, a representation of victory in mythological format, therefore of values of sportsmanship, victory and dynamism. Only in 1995 did Nike definitively register the Swoosh logo in black as we know it today.
Jacquemus + Nike, the three versions of the Le Sac Swoosh
The Jacquemus and Nike Swoosh bags are made in Japan, made of leather with an adjustable leather shoulder strap and cost 420 euros.
