Véronique Nichanian is the woman who is the creative director of Hermès and the one who want to express through her work more functionality, less spectacle. For the campaign of the current collection available in stores and online, she trusted Jack Davison and Brian Molloy, as the photographer and stylist respectively for this ad. Due to the lightness in the designs, a bright sky comes to mind as the perfect representation of what the client is going to feel when purchasing the pieces, relaxation and serenity. As every campaign by the brand, they express the journey that they want the clothes to have, getting in mind that is all about material oxymoron and layered textures. But we are exciting on what is to come in the new fashion week for men.
For SS22, the creative director wanted to focus on specific micro-styling details, giving to the pieces the extra functionality that it was needed. Also, she trusted Cyril Teste who directed the way the fashion show was recorded with his background on theater direction and previous work with the brand as well. Is put in a way where the camera is moving as your eyes would do if you were live. The name of the collection is Double Game thanks to the wearability of the pieces and a few of them can be worn in different ways, in a reversible manner.
As an inspiration we can find sailing too, because Nichanian wanted to reflect a truly event that define summer and good temperatures and also because she wants to create another perception of the idea being integrated in clothing. She is over about logomania, Hermès always was and always will be synonym of purity and clean cuts with some perforated motifs maybe.
Alvaro Ramos
