‘We made it the Hermès of our dreams.’
Reinventing Hermès, by the trio behind its pivotal campaigns shot by Daniel Aron and Bill King.
Photographs by Daniel Aron
Few brands operate at a scale like Hermès while retaining a sense of quiet luxury. Despite having over 300 stores worldwide, the 180-year-old Parisian house continues to whisper, rather than shout, with its understated approach to design and marketing. Its choice of ready-to-wear designers since the late 1990s has only reinforced that, with the famously reticent Martin Margiela designing womenswear, followed by the equally reserved Christophe Lemaire and Nadège Vanhee-Cybulski since then. (Jean Paul Gaultier’s reign is an exception to the rule).
This discretion somewhat paradoxically co-exists with Hermès’ immediate recognisable design-tropes: the bold orange packaging, the collier de chien buckle fastening (a feature of the handbag carried and named after the late Grace Kelly), horse-bit prints and silk carré scarves. If these motifs are now seen as indissociable from the brand’s core identity, it is thanks to the campaigns created for the house by ad agency Eldorado, now known as Publicis EtNous, since the 1970s.
For System issue No. 10, we met with the agency’s three founders, Françoise Aron, Pacha Bensimon and Bruno Sutter to discuss reinvigorating Hermès, and the experience of working with now legendary photographers. One such photographer is Daniel Aron. See an exclusive selection of Aron’s still-life images above.
Read about the process of rebranding the Parisian house, and see how Daniel Aron, and Bill King made use of the now-famous ribbon in System issue No. 10. Click to buy.