Hermès has applied to participate in Haute Couture Week, held twice a year in Paris, in January and July. The French luxury brand has made plans to enter the high fashion market "by 2026-2027," said Axel Dumas, CEO of Hermès International, at the presentation of its annual results on Friday, February 14.
The executive told us that the idea took shape within the Parisian fashion house following the interview he gave to the Financial Times in September 2024. Asked how the group had been diversifying − without, however, tackling the sunglasses or hotel markets, unlike its rivals Kering and LVMH − the Hermès International CEO replied: "We could do couture." Since then, the idea has gained ground internally. "We said to ourselves: Basically, why not?" said Dumas.
By entering into high-fashion design, selling made-to-measure items to exclusive customers, the brand known for its leather goods is expected to boost its fashion sales. Hermès has already become a heavyweight in the clothing sector. Its ready-to-wear line, ties and other textile products generated sales of 5.3 billion euros worldwide in 2024, or 35% of its 15.1 billion euros in total sales. The brand offers clothing for both men and women, thanks to collections designed by Véronique Nichanian for over 35 years, and by Nadège Vanhee-Cybulski. The latter, who has been artistic director for the women's wardrobe since 2014, will create the high-fashion designs. Manufacturing will be handled by her production workshop.
Guest brand
The fashion house will take its first steps at the Paris haute couture weeks as a guest brand, before joining the official calendar of member houses of the Chambre syndicale de haute couture, which includes Chanel, Dior and nine other brands.
"For the Paris marketplace, it's fantastic," said Pascal Morand, executive president of the Fédération de la haute couture et de la mode, by way of reaction. For Haute Couture Week would be gaining a star of the luxury market, whose shows will be closely followed by the media and picked up by millions of Instagram and TikTok followers. "In January 2024, the four days of Haute Couture Week generated media coverage equivalent to more than 202 million euros in advertising," Morand said, underlining "the powerful influence of this key sector of the French economy."
You have 43.1% of this article left to read. The rest is for subscribers only.