A beauty campaign for a 187-year-old luxury house known for its craftsmanship, celebrating beauty through its creations.

In 2019, a significant event marks the history of the Maison: the birth of a new craft at Hermès. This milestone provided an opportunity to reaffirm what has always been the DNA of the Maison: expression through color, excellence in materials, and the creation of artisanal objects.

Hermès asserts its uniqueness compared to major Beauty players by affirming its values and personality, far from the standards of the category. Hermès dedicates the Beauty campaign to expressing an attitude through a gesture that reveals the Beauty and personality of the Hermès woman better than a product result could. Hermès is not a new player in the category; it is the ethics of aesthetics that has driven the house since its inception.

The creation of a Hermès craft gives rise to new magnificent objects, but also to new gestures among those who own and use them. It is this shift from the brand to the Woman that underscores the connection between the owners and the objects, and constitutes the creative angle to express Hermès beauty: beauty is a gesture. The daily, even casual gesture of the Woman reveals the beauty of an attitude in her everyday life and contrasts with the statuary idea of the woman as an object. Here, the model in her utmost simplicity reveals her personality, just like still lifes without any staging effects.

No data, no targets, only one purpose: express the identity of Hermès through tactical campaigns.

The greatest talents serving an idea; here, the daily, almost casual gesture is magnified through the lens of a great fashion portrait photographer, Robin Galiegue.

For this advertising expression, Hermès does not choose a representative panel of models from various origins. Hermès takes the stance of embodying Beauty as a whole with Amar Akway, a woman in a confident and natural pose.

No data, no targets, only one purpose: express the identity of Hermès through tactical campaigns.