The Paris-based independent brand, known forits eye-popping marketing stunts, playful bags and dramatic runway shows, was met with a massive crowd at the ribbon cutting forits first stateside store in New York’s SoHo.

After cutting the ribbon on his first New York boutique — designer Simon Porte Jacquemus zipped down Wooster Street, passing a block-long line that would persist well into the afternoon.(To say nothing of the cheering mob ofraised iPhones that coalesced forthe photoop earlier.).

He was thronged by publicists and security; a few brave souls darted overto match his stride, gushing and taking selfies. By JOAN KENNEDY 18 October 2024 BoF PROFESSIONAL “He’s like Jay-Z just walking in the middle of the street,”laughed Talal, a 20-something equity research analyst. Jacquemus has long been called a fashion star; the crowd that gathered Friday morning treated him like a star, full stop.

The designer’s first store on Spring Street in SoHo marks an important moment forthe Frenchborn business — Jacquemus himself told BoF it was “biggerthan anything we’ve done” at the store on Friday morning, calling it“the beginning of an expansion.” The company, which has managed to hit €200 million in sales in 2022 without the support of a major conglomerate or big financial backer, is just getting started: in late 2022, Jacquemus said he wants to hit €500 million by 2025.

The store is set in a townhouse with a brick facade and a white window front. It sprawls across two floors and carries a selection of the brand’s womenswear, menswear, shoes and accessories. Frank Lloyd Wright tables and chairs by Jean Royere and Dunand are peppered between the plain oyster white walls typical of Jacquemus’ other shops. Heels and bags are spaced out across the shelves; ready-to-wear and New York-themed merch hung on racks.