Going street-smart with cool and sporty trends for him
There’s no better place to make a splash than in one of the world’s most fashion forward cities, Los Angeles. Hermès came to the City of Angels with a splash of colour for a special evening event, DwntwnMen. A makeshift warehouse on Spring Street was the venue for a runway show and open-air party.
In the limelight were the men’s collections for Spring/Summer 2017 and artistic collaborations inspired by this sprawling Southern California city. No less than Hermès’ men’s universe artistic director, Véronique Nichanian, conceptualised the fashion celebration with the renowned graphic artist Anthony Burrill to create an exceptional sensorial and digital experience.
The brand’s bright, colourful spirit was not only evident in the outdoor runway show that showcased style with playful overlapping, changing, effects, micro-patterns and tie-dye, but also in its featured models and LA personalities— from surfers to skateboarders and even chefs. Hermès’ seven lively slogans for DwntwnMen translated to an immersive, multiroom, multisensory experience for the sartorialists.
“Feel the Color” had a succession of panels that formed a labyrinth and gave the sensation of entering into the colour
itself. “Persistence is Fruitful” allowed for the discovery of several types of know-how via a legendary Voisin automobile, a motorbike, and a miscellany of objects. “Shake Me Up!” presented music along with printed designs from 76 silk scarves from the last 12 years. “Make Time Your Own” exhibited 11 leather jackets and a pair of leather pants that revealed unique stories from the owners. “Please Do Touch” had art-gallery frames that displayed materials and allowed for an interactive and tactile experience. “Say Something” showed off editions of Le Monde d’Hermès, while “Give the Joy Back” mounted a room with a basketball court, including competition and arcade games.
It was one sensational downtown celebration rounded off by an outdoor garden concert, food trucks, a DJ and unique performances.
Sixth generation member of the Hermès family Axel Dumas and Hermès men's universe Artistic Director Véronique Nichanian