New Hermès campaign shows the luxury brand’s lighter side

Models wear multiple bracelets in the spring/summer 2017 campaign for Hermès. Courtesy Hermès

Focusing on the brand’s latest range of bracelets and chokers, the photographs feature models with their faces hidden behind hair or hands, onto which eyes, mouths or even thunderbolts have been drawn.

It’s refreshing to see a brand treat its products in such a lighthearted manner and is a reminder that even at the very upper echelons of luxury French fashion, there is room to have a little fun.

Having already firmly established itself as the apogee of quality, Hermès can afford to play around a little. The bracelets on show may be ribbons crafted from the highest quality leathers, hand stitched and fastened with intricate metal clasps, but that’s no reasons not to treat them with a little irreverence. Hermès is entirely secure in its expertise – and with security comes freedom and the luxury of not having to take oneself too seriously.