On March 6, 2021, Hermès staged an online show that was designed to showcase the brand’s Fall/Winter 2021 collections in three iconic cities, New York, Paris, and Shanghai.
An expressive abstraction, the show successfully took the luxury brand’s new collections on a whirlwind of body movements around the globe while also adapting the brand’s messaging ever so slightly to address each location’s respective culture.
At CHANEL, Karl Lagerfeld worked for four decades refining and perfecting the brand's codes to ensure that cultural intelligence gets filtered through, absorbed, and transformed through a very specific framework, unique to CHANEL. These principles still ensure today, and after the passing of the torch to Viard, that the brand remains coherent while it still evolves.
Fashion is an industry with a tangible product that requires specialized systems to bring that product to market. Moreover, these products, while tangible, have inherent intangible value that relates to creativity, innovation, and design. This is exactly what reinforces a company's bottom line, even when market conditions are tough.