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How Hermes’ latest Hong Kong fashion show astonished the world

Why so serious? At its latest menswear extravaganza in Hong Kong, Hermes once again upends our notions of what a fashion event should look like.

“We are not launching new products or talking about anything specific,” said Christophe Goineau, creative director of Men’s Silks at Hermes. It was a warm September morning in Hong Kong, and we were meeting Goineau hours before the brand’s menswear extravaganza, Men Upside Down, was scheduled to take place. But he wasn’t delivering any pre-event spoilers. With a smile, he said: “Veronique simply wanted to do a party in Hong Kong, so everybody can have fun, share some time together, listen to music, have a drink and enjoy some surprises.” He was referring to Veronique Nichanian, the Hermes men’s universe artistic director.

As it turned out, more than a thousand guests attended the menswear bash at the 23,000 sq ft Kai Tak Ferry Terminal, located on the grounds of a former airport. And a party full of surprises it was, with Hermes once again demonstrating that it has the quirkiest sense of humour among luxe fashion houses. A Fall/Winter 2017/18 runway presentation (featuring guest models such as veteran actor Michael Wong and Cantopop lyricist Wyman Wong) was among the proceedings, but it was just one part of an extravaganza that was no ordinary fashion show – as anyone who has visited the brand’s other madcap, over-the-top events would know. Here are our top four reasons why Men Upside Down was a fashion event like no other.

  • Video Game Scarf Print - Hermes
    01: WE PLAYED A VIDEO GAME THAT IS A SCARF PRINT. Air hockey, arcade basketball, table tennis, and a fl oor-to-ceiling video game featuring robotic spiders and equestrian motifs from a new Hermes scarf print: Men Upside Down was dedicated to the Hermes men’s universe, and the games room was the ultimate (stylish) man’s den. The motif, designed by Daisuke Nomura, was also repeated across the rest of room, covering items such as a ping-pong table.

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