Entering July, it should be the beginning month of the new season in the fashion world, but this year, due to the impact of the epidemic, the fashion industry will conduct releases online. Today, the century-old leather luxury brand Hermès will be the first to live stream the online release of the 2021 Spring/Summer men’s collection at 8 pm tonight (Hong Kong time), presenting the new season’s designs in a brand new digital experience.
As the brand’s first online fashion show, HERMÈS Men’s Creative Director Veronique Nichanian invited French renowned art director Cyril Teste to present the collection in a new way. Last season, starting from the “fundamentals,” Veronique Nichanian brought innovative elements of French fashion to Hermès, allowing the men’s collection, carrying a century-old fashion history, to simultaneously present a style of innovation and classic. In SS21, she brought in Cyril Teste, who has a strong background in visual arts, founded the “Filmic Performance” technique, and excels in integrating film shooting and stage art, making the fashion show, which can only be released through online live streaming, more attractive. How will the two present this season’s concept, message, and service fees through a live performance? Will Veronique Nichanian showcase her expertise in Haute Couture in the men’s collection, displaying the high fashion craftsmanship of Athens? Definitely worth looking forward to.
