Confined to the walls of quarantine, Hermès Menswear virtually launched their Spring-Summer 2021 collection during this year’s Paris Fashion Week. 

Without a traditional runway nor physical audience, Hermès debuted a dynamic seven minute film that follows models down elevators and catches glimpses of backstage action with Véronique Nichanian. Nichanian, the artistic director of Hermès Menswear, showed virtual audiences 18 different looks and photographed 26 styles on Hermès’ website.

The collection encompasses timeless menswear that expresses lightness, simplicity and nonchalance. Earth tone fabric is met with a Hermès’ touch of vibrant blues and neon greenish-yellows.

Shirt stripes are a prominent part of Nichanian’s collection. Light blue striped jackets echo other shirts and pants in the collection. Modeled with these shirts and jackets are many accessories such as long necklaces, multi-pocketed handbags and classic Hermès’ belts.   

Cyril Teste, a French experimental theatre and film director, commanded a sea of camera people and editors live cutting Nichanian’s show. The entire collection was filmed inside Les Ateliers Hermès in Pantinto to look like one shot; similar to Sam Mendes’ “1917.”

Teste and Nichanian embraced the uniqueness of their setting instead of shying away from it. Viewers can sometimes hear camera crew calling shots and counting down cues. All of these explicit elements add to the collection’s raw and expressive attitude.

Hermès was not the only designer brand to embrace a virtual runway in light of the coronavirus pandemic. Many brands, such as Yohji Yamamoto and Isabel Marant, produced films that transcended the expectations aligned with Paris Fashion Week.

View Hermès Men’s Spring-Summer 2021 collection here.