Hubert Burda Media

Hermès Cinematic Experience in fall/winter 2018 Collection’s Presentation

The cinema and its illusions took fashionistas on a journey through time, space and seasons. Hermès’ Avec Elle transported them to fall/winter, a season that tells the story of a woman in motion.

Great cinema is the fruit of know-how, innovative vision and a strong team of artists and artisans, as is each of the collections created by Hermès. Always a great teller of tales, the Parisian luxury brand took its cinematic approach to fashion to the National Art Center in Roppongi, Tokyo.
Held from July 11 to 30, Avec Elle (With Her) followed the journey of a writer who becomes besotted with a woman he sees on screen. Designed by French filmmaker and exhibition curator Laure Flammarion, the show played with the world of movies, creating for the audience sets that told the story of the writer’s journey to discover more about the beauty who has entranced him.

Avec Elle showcased Hermès’s fall/winter 2018 women’s collection of ready-to-wear and accessories. The creative process behind this cinematic experience was watched over by Bali Barret, Hermès’ Women’s Universe Artistic Director, and Nadège Vanhée-Cybulski, Artistic Director of Women’s Ready-to-Wear.

The museum was transformed into a vast studio, in the midst of which the portrait of a woman is being shot. This is the woman that Barret and Vanhée-Cybulski depict day after day. She is free and independent. She is mysterious, sensual and passionate.

It’s a narrative being written, a film being shot, a treasure hunt being mapped out, an enigmatic puzzle being solved. The audience was invited to share the writer’s perspective, look through the filmmaker’s lens and see with an actor’s eye. The technical team left behind fresh film rushes, revealing them to visitors. Backstage, members of the audience could peek into a dressing room, slip between sets, whisper in hushed tones between takes, improvise as an extra and daydream at the sight of the costume reserve.

They could explore the secret world behind each set, the props and costumes, the magic hiding behind the Parisian sky burning brightly at the core of Tokyo and the source of snow in the heat of a Japanese summer.

The cinema and its illusions took fashionistas on a journey through time, space and seasons. Hermès’ Avec Elle transported them to fall/winter, a season that tells the story of a woman in motion. Each piece of clothing, each accessory, bears her distinctive imprint.

hermes.com

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