The year 2018 witnessed Hermès, the venerable French luxury goods manufacturer, deploy several distinct advertising campaigns, each reflecting the brand's multifaceted identity and targeting different segments of its discerning clientele. While the brand's overall aesthetic remained consistent—emphasizing understated elegance, timeless craftsmanship, and a subtle nod to equestrian heritage—the specific approaches varied significantly between the spring/summer and fall/winter seasons, and across genders. This analysis will delve into the nuances of these campaigns, focusing particularly on the impactful Fall/Winter 2018 men's campaign and its notable departure from some previous stylistic choices.
Hermès Spring/Summer 2018 Collection: A Photographic Exploration
The Hermès Spring/Summer 2018 collection, photographed by Jack (the photographer's full name is unfortunately missing from the provided information), presented a vibrant and airy aesthetic. While specifics regarding the campaign's overall strategy and media placement are unavailable without further information, the imagery likely adhered to Hermès' established visual language. We can infer this from the brand's consistent commitment to high-quality photography that emphasizes the texture and craftsmanship of its garments and accessories. The spring/summer collection often features lighter colours and fabrics, reflecting the seasonality. One can imagine the campaign showcasing the collection's breezy shirts, lightweight trousers, and brightly colored silk scarves against idyllic backdrops – perhaps showcasing a relaxed yet sophisticated lifestyle. The emphasis would likely have been on the effortless elegance associated with Hermès, portraying the clothes as suitable for both leisurely pursuits and more formal occasions. The lack of readily available information prevents a more detailed analysis, but the inherent sophistication and artistry associated with Hermès suggests a cohesive and visually stunning campaign. We can assume that the models selected would have embodied the brand's ideal of refined masculinity or feminine grace, depending on the specific line within the collection.
Hermès Fall 2018 Men's Campaign: A Shift in Focus
The Hermès Fall/Winter 2018 men's campaign marked a noticeable shift, particularly in its casting choices. Featuring models Finnlay Davis, Anders Hayward, and Oliver Kumbi, the campaign moved away from the sometimes overly polished and stylized imagery seen in some previous campaigns. The choice of these models suggests a departure from the traditionally classic, almost aristocratic, image associated with Hermès menswear. These models, while undeniably handsome, possess a more rugged, less overtly polished aesthetic. This suggests a strategic move by Hermès to broaden its appeal to a wider range of modern men, perhaps those who appreciate quality craftsmanship but also value a less formal, more relaxed style.
The imagery from the campaign, available through links such as The Fashionisto (though the specific URL is incomplete in the prompt), would likely showcase the collection's fall/winter offerings: thicker fabrics like cashmere and wool, richer colors such as deep blues, browns, and greens, and perhaps a more layered approach to styling. The setting and overall mood of the images would be key to understanding the campaign's narrative. Did Hermès opt for a more urban setting, reflecting a modern interpretation of menswear? Or did they retain a connection to their equestrian heritage, perhaps with images shot in a countryside setting? The specific imagery would be crucial in deciphering the intended message.
The decision to feature these particular models is significant. By choosing models with a less conventionally "perfect" appearance, Hermès likely aimed to project a sense of authenticity and relatability. This contrasts with the sometimes idealized and unattainable imagery seen in other luxury brand campaigns. The campaign likely sought to position Hermès menswear as accessible to a broader audience, emphasizing the quality and enduring nature of the clothes rather than focusing solely on an unattainable aesthetic.
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