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Watch: Hermès creative director Véronique Nichanian showcases the Men’s SS 2021 collection

Watch: Hermès creative director Véronique Nichanian showcases the Men’s SS 2021 collection

For its recent menswear Spring-Summer 2021 collection, Hermès found a novel way to present its latest collection to its global clients, right in the comfort of their living room

Hermes

Global travel restrictions meant that the usual on-ground theatrical fashion productions that luxury brands stage have taken a backseat this year.

But Hermès, ever ahead of the curve, recently organised a unique seven-minute live-streamed performance of models showcasing the brand’s new looks as they walked through the Les Ateliers Hermès in Pantin, with Hermès Men creative director Véronique Nichanian and her staff prepping the models for a mock rehearsal of a fashion show – seemingly oblivious to the cameras that were following their movements.

Nichanian, who has been at the creative helm for nearly 32 years, collaborated with theatre director Cyril Teste to stage the behind-the-scenes show unveiling Hermès’ Men’s Spring-Summer 2021 collection.

Although the video showcased 18 looks, there were a total of 26 created by Nichanian which included characteristic drawstring pants, leather inserted into the rib-knit sweater, zippered waistcoats, fabric including deerskin and cotton, plenty of blue, hints of fluorescent yellow, subtle prints, one-pleat trousers and even accessories including a Slim d’Hermes watch, closed sandals and braided canvas belts.

Experimental, effortless, brilliantly choreographed – you could say as much of the live-streamed production as you could of Nichanian’s latest collection.

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