Hermès SS’22: Poserism or just another massive street style?
Here, we always celebrate the influence of skateboarding on streetwear and especially on sneaker culture, and it seems that high-end brands also have a tribute to pay.
Continuing to mix the not-too-formal with the not-too-casual, Hermès brought to SS ’22 a reinterpretation of the classic leather bag in an overt and playful reference to skate and street style.
The design comes with a 45-cm piece of wood board, always evidencing the all-leather craftsmanship that, according to artistic director Véronique Nichanian, “shows a spirit that is both carefree and beautifully crafted.”
The mix of extremes of high living and street culture is nothing new. Hermès itself has already brought skateboarding in its scarves, Supreme partnered with Louis Vuitton in 2017, and since then almost all the big brands have launched skatewear clothes, sneakers, or even boards. This is not to say that they know how to chat with skaters, tho.
The collection is inspired by the desire to run away, feel free, and travel once more in the post-pandemic world, with which younger consumers will definitely identify, but skateboarding is a universe that doesn't tolerate “wannabes” brands.
Much more than a style, the creatives on this front have been working hard for recognition, expanding the voice of women in this sport — read here —, and transforming street culture into a universal expression.
A leather travel bag that will last forever already talks to young conscious consumers, so Hermès, don't try too hard.
Big brands are also familiar with rich kids' hobbies, check it out.