Simon Porte Jacquemus hands over CEO reins to ex-Celine President

On the back of a slew of boutique openings across the globe and announcing its foray into beauty with L'Oréal, Jacquemus has appointed Sarah Benady as its Chief Executive Officer, effective immediately.

Simon Porte Jacquemus, the brand's founder, has been on both the Creative Director and CEO duty since Bastien Daguzan stepped down in December 2023. Now, Sarah Benady, who was most recently Celine's North America President, is taking the helm, leaving him to concentrate on design and the brand’s famous storytelling.

"It's been a year that I was looking for someone to help me, to be next to me and to fully embrace what I've had in mind for this house since forever", Jacquemus told WWD. "I think it's beautiful in an environment where there are a lot of men. I'm surrounded by women today. It's beautiful, and I'm happy."

Designer Simon Porte Jacquemus founded Jacquemus in 2009, building a now cult-favourite brand with the right concoction of style, price point and marketability. Renowned for its itty-bitty Chiquito bags and effortlessly cool fashion shows that become viral sensations, with runways passing through picturesque fields of lavender or wheat, the fashion brand has garnered a hefty fashion following.

In her new role, Benady will be tasked with exploring more international markets and leading the brand as it enters the beauty category with French giant L'Oréal. Not only did it sign a new long-term, exclusive beauty partnership with L’Oréal Group, but the beauty giant has also invested in the luxury fashion brand, "supporting its independent development".

Sarah Benady said: "When I first spoke with Simon, I immediately felt that he was the designer of our century. There is something very special about him- his energy, his work, his authenticity. There's something very solar, very warm and you just want to be around him and be surrounded by that. There is nothing more energizing than to be able to support his vision and the brand.

"There are not many brands that are only 15 years old and that have accomplished that much at this stage."

Benady started her career as a project manager at French department store Printemps, later joining The Kooples as International Director before being promoted to President. She then spent four years as North American President of Ba&sh and most recently spent four years at the helm of Celine's North American operations.

First up on Benady’s to-do list is opening the Jacquemust Los Angeles boutique in late April, followed by its Miami store, which will open in the first quarter of 2026.