It’s been a decade since Simon Porte Jacquemus launched his namesake label, which has become known for its Instagrammable, pint-size Le Chiquito bag beloved by Rihanna, Kim Kardashian, Priyanka Chopra and more. To celebrate 10 years in the game, fashion’s very pretty boy wonder is heading back to the South of France to stage Jacquemus’ first-ever co-ed runway show June 24.

Simon, who made his menswear debut in 2018, will return to his stomping grounds of Provence, France—where he grew up—to debut his latest menswear and womenswear designs. The brand announced its 10-year celebration with a photo of the team lying down on the ground in the shape of a heart, writing, The JACQUEMUS team last week in Paris. ’10 years of Love, 10 years of Poetry, 10 years of Independence, 10 years of Family, 10 years of Beliefs, 10 years of Sharing, 10 years of Freedom, 10 years of Smiles, With you, thank you.”

“I was sure that we should mark it (the anniversary), because it’s part of the history of the brand and my personal story,” the designer told WWD. “I started at 19, I’m 29 now. How do I feel? Pretty good. It’s weird. It’s a lot of things. But I think this is going to be a new start for us.”

Earlier this year, Jacquemus presented its fall/winter 2019 collection, featuring an even smaller version of the Le Chiquito that looks like it hold one stick of gum. The collection also featured sharp suiting and breezy summer dresses and skirts in summer brights and autumn neutrals.