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Paris-based Hermes is the latest to make the trek to Los Angeles.
Hermes president Axel Dumas and men’s artistic director Veronique Nichanian will be presenting the French luxury label’s menswear fashion show on the West Coast for the first time in downtown L.A. on March 9, two days after Paris Fashion Week wraps. Nichanian has also enlisted graphic artist Anthony Burrill (best known for his “Work Hard and Be Nice to People” graphic) to design seven slogans that “evoke a bright, colorful spirit” for the spring “DwntwnMen” collection.
Jamie Dornan most recently wore Hermes menswear to present at Sunday’s Academy Awards.
Notable VIPs expected to attend the presentation include director Brett Ratner, producer Brian Grazer, Maroon 5 frontman Adam Levine, actors Matt Bomer and Jesse Metcalfe, chefs Jon Shook and Vinny Dotolo, LACMA director Michael Govan and tattoo artist Brian Woo, among many others.
Because it’s not enough to present a traditional runway these days, the exclusive, invite-only event will offer cocktails and dinner, immersive experiences and musical performances. Hermes is no stranger to throwing over-the-top extravaganzas; the opening of its Beverly Hills boutique in 2013 saw the takeover of a soundstage in Culver City that featured archival celebrity-owned Hermes pieces (Lauren Bacall’s leather flask, for example), a performance by “synchronized swimmers” (without the water) and a large “library room” lined with Hermes book-print wallpaper.
As Pierre-Alexis Dumas, artistic director of Hermes, told The Hollywood Reporter in 2013, “At Hermes, we take parties very seriously.”
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