Part of its global celebration of menswear and the burgeoning men’s product sector, Hermès recently hosted one of its Men’s Universe Project events at its San Francisco boutique. Spurred on in part by booming sales in men’s RTW and accessory products, Veronique Nichanian and Hermès Paris President and CEO Bob Chavez identified an opportunity to create a special event at its West Coast location, transforming the boutique for a short time into a men’s-only store from October 19-24. The centerpiece of the event was a special presentation of the new Fall/Winter 2012 Men’s Ready to Wear Collection, along with conceptual decor and product displays that highlighted Nichanian’s holistic view of the label’s men’s range. Inspired by the fumé/smoke motif from the RTW collection, the boutique’s decor was redone in a similar color palette while elsewhere, displays of the label’s wares aimed to connect with San Francisco’s casual vibe and atmosphere. An invitation-only cocktail party, finger skateboarding competition and Miguel Chevalier-created digital book showcasing Hermès’ new heavy twill ties rounded out the festivities.
Photography: Brad Brock/HYPEBEAST
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