French fashion house Jacquemus has unveiled its new family-focused campaign, «A Day with Pamela and Her Sons», featuring Pamela Anderson alongside her sons Brandon Thomas Lee and Dylan Jagger Lee.

Filmed in May 2026, the series of short videos is styled as an ironic yet heartfelt «day in the life» of the family, embracing the popular DITL format. Everyday moments are blended with soft cinematic visuals and an understated «quiet luxury» aesthetic.

At the center of the narrative is the Valérie bag, which appears throughout each episode as the campaign’s key visual and emotional motif. Seamlessly woven into intimate domestic scenes, the accessory effectively sets the rhythm for the entire story.

Pamela Anderson appears in relaxed white poplin looks, while her sons bring a sense of spontaneity and light humor to the campaign, highlighting the family’s effortless dynamic.

 

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The Valérie bag also carries a personal story: it was designed by Simon Porte Jacquemus as a tribute to his mother. The piece combines references to vintage 1930s silhouettes with contemporary functionality and the brand’s signature architectural shape.

Ultimately, the Jacquemus campaign moves away from traditional runway aesthetics, focusing instead on emotion, everyday intimacy, and the idea of an object becoming the true protagonist of the story – the Valérie bag.

Photo: Instagram @pamelaanderson