90 — (^) JULY 2019
(Clockwise from
top left) The theme
for Hermès Men’s
Universe 2019:
Step Into The
Frame; Véronique
Nichanian with her
line-up of models;
an oversized travel
bag; (Below) The
Bird’s Eye View, of
sneakers, sandals
and loafers
STYLE
booths, each offering an interactive experience
into Hermès’ fantastical universe: observatory
telescopes to look into the constellation with
iconic Hermès ties floating alongside stars;
a live artist studio where illustrators drew
amusing caricature portraits; a magazine booth
that shifted from glossies to old-school comics,
allowing you to click a polaroid with a Hermès
scarf like you were donning Superman’s cape.
The highlight was a tunnel chronicling
Hermès’ greatest hits, including a black
calf oversized travel bag perched up like a
museum piece that was on loan from a jet-
setting aesthete and came with a note: “I live
in airports and planes. And this bag is always
by my side. It’s really quite big and that’s what
I love about it, the scale, I feel it’s utilitarian
rather than ‘luxurious’. I love the story that
this was the first bag Hermès ever made,
back in the 19th century, to carry saddles.
It’s lived through the equestrian age, the age
of the motorcar and the jet, and I am sure it
will continue to work with whatever kind of
LUXURY IS TO
BE RELISHED
SELFISHLY, FOR
A SURGE OF
PLEASURE ONLY
YOU WILL TRULY
UNDERSTAND
IMAGE: MATTEO MONTANARI (VÉRONIQUE NICHANIAN WITH MODELS)
transportation comes next. I went for black full-
grain leather and polished brass and it’s aged
really well.”
Everywhere you looked, Nine Elms was
a nod to Hermès’ storied archives, with a
sprinkling of present-day cool and a whole lot
of fun. The massive bar serving cocktails you
imagine are only available on a private yacht
in St Bart’s, set off by hors d’oeuvres out of food
trucks, added to the contrasting vibe.
Every piece of clothing, accessory and
sneaker fit into the mould of #trending that
would appeal to a hypebeast as much as it
would fall into your timeless pile of wares.
Much of that comes from Nichanian, who
has a rare distinction, evolving alongside her
customers but never compromising on what
you’d ultimately check into Hermès for: damn
good taste.
joyce
(Joyce)
#1