The unveiling of this annual theme is no ordinary affair. The guests, composed mostly of Hermès staff members drawn from across the globe, journalists, and friends of the house, were transported into a captivating world, where the line between reality and fantasy was blurred. The guests had no clue where they were going when they boarded the TGV train from Paris. Upon arriving at Avignon and then transferring south towards the Camargue, the purpose of the journey remained a mystery.
As night fell, the guests were led to a large white glider where singer Lyra Pramuk and a group of male performers were waiting. This marked the beginning of a poetic performance featuring a breathtaking display of around 40 horses racing across the marsh from the horizon towards the spectators, accompanied by ethereal choral music. This mesmerizing spectacle was interspersed with equestrian vaulters effortlessly performing acrobatic routines on horseback. The riders and horses of Hasta Luego gave a magnificent performance of abstract choreography directed by the Marseille-based movement collective La Horde.
The event not only showcased the artistic direction of Hermès but also connected the audience with the brand’s deep roots in leather craftsmanship. The brand’s commitment to preserving traditional practices while innovatively retelling the Hermès story in the context of timelessness long preceding the founding of his family’s long-established company. Dumas wrapped up the enchanting night by emphasizing that the essence of Hermès lies in the culture of astonishment that the brand seeks to celebrate every year.
In a world where fashion often gets caught in the fleeting trends of the moment, Hermès continues to chart its own course, anchoring its creative direction in deeply held values and timeless traditions, while embracing the spirit of astonishment as a driving force for innovation and reinvention. This commitment is not only reflected in their high-quality, artisan-crafted products but also in their ability to engage and captivate their audience through unforgettable experiences. The year of ‘Astonishing’ is a testament to Hermès’s enduring charm and a reminder of the magic that lies at the heart of the brand.