The ultimate luxury is watching Hermès in our pajamas. Yes, we can all enjoy the digital presentation of the luxury brand without even getting up from the bed. On second thought, why don’t you get some snacks first and grab your favorite drink? Treat yourself like a VIP as we look at the future of Hermès.
Vogue writes of their FW 2020 presentation: “Hermès is about craftsmanship and technique, and the obscure and time-consuming labor that goes into producing such items as a fine white fitted trench coat that you almost can’t tell is leather until you touch it, or a creamy beige oversized shearling coat. That kind of thing is certainly in the class of ‘If you have to ask the price, you can’t afford it.’ Yet simultaneously, the culture here is not about showing off wealth, in the sense of flashing chains, gold horse bits, and branded It bags we’ve been seeing all over recently. That’s the ersatz bourgeoisie.”
No doubt this season will upgrade that narrative, showing off how Hermès balances tradition and adaptation. It caters to its loyal customers but also draws the new crowd of trendsetters.
Of their heritage, Hermès notes, “In 1837 Thierry Hermès opened his workshop making the finest quality harnesses and saddles in the heart of Paris. Today, Hermès is still a family company whose craftspeople make, often by hand and always with love, bags and belts, diaries and dishes, scarves and shoes, perfumes and purses, ties and travelling furniture, as well as gloves, hats, watches, jewellery and clothes.”