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Hermès wants men to be confident and nonchalant for SS2020

The French maison has no desire to be known as a luxury brand, preferring to be a purveyor of high-quality goods instead.

Hermès considers itself an artisan first and foremost. The ‘luxury brand’ moniker is a cape that Hermès reluctantly wears, although it prefers being known as a maison that produces timeless and covetable luxury products, trends be damned.

So, it was interesting to see an Hermès fanny pack casually slung on a male model strutting down the catwalk. The brand’s menswear creative director Véronique Nichanian admitted backstage after the show that elements of streetwear have encroached into her creative work.

(Related: A guide to luxe denim jeans)

A sign of the times: Hermès crafts a luxury fanny pack

A sign of the times: Hermès crafts a luxury fanny pack

Fortunately, those moments are few and far between in the spring/summer 2020 menswear collection. The brand wants men to be confident yet nonchalant, wearing summery colours of mint, aqua, plum and bubble gum pink. Trousers have become more voluminous, perhaps a nod to the warmer world we live in now, while clothes and accessories above the waist convey a sense of freedom and spontaneity.

For the gentleman who spends most of his workday in the air-conditioned climes of Singapore, Hermès presents a multitude of cotton and cashmere sweaters with lambskin embroidery. There are also loosely fitted blazers for those who are subservient to stricter dress codes that look just as good for weekend brunches.

Hermès presents a cotton and cashmere sweater

Hermès presents a cotton and cashmere sweater

A complete suiting look from Hermès

A complete suiting look from Hermès

Season after season, Hermès interprets menswear in its own special way, unencumbered by the vagaries of the world. In a world of manic consumption and constant desire to increase bottomlines, the maison’s approach to luxury is refreshing. Hermès has neither nor desire for brand ambassadors and regularly implores its customers to buy less. And yet, since 2010, its revenues have increased year on year without any defined marketing strategy, just the constant desire to produce timeless goods. We can all take a page from that.