JACQUES MARIE MAGE
How does a trend start?
It isn’t enough for one person to start wearing a certain colour, or for a company to simply state that a new accessory now is the latest fashion.
No, for trends to become big, they need to become part of a collective movement, a behaviour shared by many.
In the summer of 2023, Jacques Marie Mage – shortened J.M.M. – represents the most fashionable mood of the day.
Founded in 2014 and based in Los Angeles, this niche sunglass brand ticks all of today’s boxes for a brand on the rise: The glasses are meticulously designed, made by hand in an ethical manner, and produced in small quantities, which reduces the risk of wearing the same as everyone else in the room (otherwise quite common when buying something that is all the rage at the moment).
Jacques Marie Mage’s biggest claim to fame was appearing in the HBO series Succession, where Jeremy Strong wears a pair, “The Ripley for K.L.R” (which stands for his character’s name, Kendall Logan Roy).
Almost everything concerning the series has been considered newsworthy material, which explains why even the choice of sunglasses have made headlines around the world.
The brand has quickly become the most fashionable choice around (further supported by having been seen on Brad Pitt’s nose in the film Babylon in 2022).
Whenever uncertain, one way to make sure whether or not something is considered stylish is to see if Jeff Goldblum has been spotted wearing it.
And yes, Mr. Goldblum has been seen in a pair of custom J.M.M., last time in Jurassic World: Dominion (also 2022).
The brand is rather pricy, but in a year marked by international inflation, who even remembers what a reasonable price for sunglasses would be?