Hermès may have found the answer to showing a new collection during a global pandemic
Photo: Courtesy of Hermes The question of what fashion will do without the spectacle of live shows has been haunting the industry since March, when brands, factories, and retail stores shut their doors. With the COVID crisis still growing , designers have to decide for themselves how best to present their new collections when most clients and buyers cannot see them in person. For the most part, this issue has been solved by existing digital tools.
So how to create an exclusive spectacle that conveys what a brand is trying to say about its latest collection—without endangering the people there to see it, or the models, designers, and crew putting it on? For its men’s spring-summer 2021 collection, Hermès may have found the answer. The success of the show starts with the quality and craftsmanship of Hermès, a brand that, because of its emphasis on detail and construction, has never actually looked as good on the runway as it does up close. The garments themselves — a narrow selection of perfectly draped trousers, shapely fisherman sandals, gauzy layers in muted colors — aren’t loud or radical, but they’re rendered and styled with enough visual interest.
From left: Photo: Courtesy of HermesPhoto: Courtesy of Hermes/007 From left: Photo: Courtesy of HermesPhoto: Courtesy of Hermes/007 We watch as the model and camera navigate the space, stopping for adjustments, following new characters in long, roving takes, and occasionally cutting from one camera to another to change perspective. Models alternate between posing and off-duty moments, taking selfies and asking about call time.
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