Hermès Plays a Hipster Tune

Hermès Plays a Hipster Tune

Here was Emory Stewart, who is 30 and described what he does for a living as being at the intersection of fashion, creative strategy, real estate, interior design and branding.

This means he goes to a lot of parties, is active on Instagram and is well poised to talk about how the kids are consuming these days and how the grown-ups are trying to reach them.

“This is a take on Generation Z,” he said, standing there in his Margiela shirt, Gucci pants, Balenciaga shoes and Givenchy jacket (“from Riccardo Tisci’s last collection, he noted).

“Hermès is going for millennials,” he said. “Look at Supreme. There are lines out the door every weekend. It’s not always luxury, but it’s a trend and Supreme is making a lot if money. Virgil Abloh is now the creative director of Louis Vuitton. Kids look they’re homeless, but they’ve got $10,000 worth of garments on.”

Perhaps unsurprisingly, Christophe Goineau, the creative director of Hermès men’s silks, put the goal of the event differently.

According to him, the idea was merely to parallel different experiences of pleasure and appeal to the senses.


Christophe Goineau, the creative director of men’s silks for Hermès.

Stefania Curto for The New York Times

He wanted, he said, to get at the “feeling and emotion you get” upon encountering a “beautiful cashmere” scarf.

If the crowd seemed mostly impressed by the execution of the concept, it may have been because the store still looked like a beacon of luxury. The clothes on the racks were mostly informal, but unmistakably Hermès.

“It’s still quite elevated,” said Dorian Grinspan, the recent Yale graduate who edits Out of Order, an international fashion and culture magazine bible that’s popular with Brooklyn types.

Even the choice of Mr. Vidal as the evening’s D.J. was an indication that Hermès was doing this the Hermès way. “He’s over 50,” Mr. Goineau said.

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