Hermès eyes haute couture next, potentially redefining the pinnacle of craftsmanship

It's officially fashion week season—with Milan Fashion Week, Paris Fashion Week, the L'Oréal Paris show, and Christian Louboutin’s splashy “Olympics Fashion Show.” The world of haute couture is certainly buzzing at the moment. Up until now, we have seen some of fashion's best in terms of silhouettes.

But there’s something brewing for a luxury brand that might take you by surprise. Axel Dumas, the executive chairman of Hermès, is contemplating entering haute couture. The brand, best known for its luxe silk scarves and handbags, might now come up with custom-fitted clothing.

“We could do cou­ture — we don’t rule it out,” said Dumas to a leading finance newspaper earlier this week, hinting at the iconic brand's openness to expanding its offerings. He also emphasised that Hermès aims to remain at the forefront of luxury fashion. 

According to a McKinsey survey, 62 per cent of luxury consumers expressed interest in personalised services, indicating a robust appetite for bespoke offerings. These statistics could explain why Hermès may now want to step into haute couture despite already having ready-to-wear collections.

The brand would not be the first to make this transition; other luxury fashion houses like Gucci, Versace, Dolce & Gabbana, and Fendi entered the haute couture market much after the labels were first launched.

What could it mean for the brand? 
“My uncle [Hermès’ ex-CEO] used to say, ‘I’m not a luxury company but a high-craftsmanship company.’ He would also say, ‘I do not look at what others do.’ I could be influenced,” Dumas told the finance newspaper. “That has stayed with me.” Regardless of whether the brand takes the step to enter the haute couture market in the foreseeable future, it would be fair to say that Hermès is not going to compromise on its high-quality craftsmanship and will stay true to its commitment.

Be it stylists dressing their clients, business professionals attending global events, or celebrities from the sports and entertainment industries, more people are turning toward couture pieces that convey their sense of identity. Clearly, based on the statistics and consumer trends, Hermès entering the haute couture market could mean a significant shift in the luxury landscape as it competes with other high-end brands. With its legacy and emphasis on craftsmanship and exclusive experiences, Hermès may be on the verge of redefining luxury once again.

Lead image credits: Hermès

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