Aside from its innovative designs season after season, a trademark of Jacquemus is its ingenious marketing schemes. For their F/W 2025 show titled La Croisiere (which directly translates to "The Cruise"), the luxury label tapped a viral dancing security guard from Davao to spread the news.
WATCH: Dancing Security Guard from Davao Promotes Jacquemus' F/W 2025 Show
You've probably encountered security personnel Ryniel Pineda while swiping through your For You page on TikTok. His most recent viral video had him busting a move while promoting the La Croisiere show, which commenced on the morning of January 26 in Philippine time. "Paris, this diva has arrived early," the brand's official account said in its caption.
If your eyes can escape the smooth swaying of Ryniel's hips, you'll spot a newcomer in Jacquemus' lineup of bags in the background. Behind the dancing Davaoeño was a Turismo, a carrier that debuted at the F/W 2025 show, which seems to be the house's entry to the bowling bag resurgence.
The Turismo in Black, $1560 (approximately P91,183), JACQUEMUS, jacquemus.com
Netizens React to Viral Security Guard Dancing for Jacquemus
As expected, netizens were ecstatic over the beloved security guard's collaboration with Jacquemus. "Slaycurity got the brand deals," one wrote with a trail of hearts.
One TikTok user mistook the clip as a video from the dancing guard's account, which led them to think that the Jacquemus account was "hacked for a split second." LOL!
Safe to say, chief Ryniel has definitely fulfilled his duties to protect and serve, both as a security guard and as a dancing diva!
Many applauded Jacquemus for tapping Ryniel for the advertisement. "Once again, Jacquemus showing us how to do marketing the right way," one wrote.
One viewer acknowledged the similar marketing approaches between Jacquemus and Loewe. In September 2023, the latter dressed Filipina content creator Mathilda Airlines in a Polly Pocket-inspired look for one of its campaigns. It went viral in seconds!
With the number of Filipinos who got riled up from Ryniel's dance moves, one netizen advised Jacquemus to finally open a flagship store in the country. We're definitely looking forward to that, too!
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