How Hermès invented luxury (and hype) we know today

How Hermès invented luxury (and hype) we know today

Como muchas otras casas europeas despidieron personal, la firma retuvo a todos sus empleados porque, en una rara demostración de nobleza obliga, los miembros de la junta de la compañía optaron por renunciar a las bonificaciones. De hecho, Hermès terminó el peor año de la historia de la industria de la moda: la consultora global McKinsey & Company proyectó una disminución general del 93 por ciento en las ganancias desde 2019, con ganancias.

What separates Hermès from his companions is his consideration; Nichanian, for example, is as existential as a French philosopher and as inquisitive as a Silicon Valley iconoclast. In fact, some aspects of Hermès deserve to be compared to technological giants known for their disruptive thinking, such as Google or Apple: their questioning of consumer culture, their obsession with progress and perfection, and a looming reputation for worship.

But unlike those companies, Hermès has become enormously popular for his archive and, at the same time, is worshipped by what he is creating at that time. It seems that by remaining rooted in tradition, Hermès has become the most modern luxury brand in the world.

Cómo Hermès inventó el lujo (y el hype) que conocemos hoy en día

Hermès began in 1837, doing what the poet Frederick Seidel once described as "impeccable leather luxury made for horses, with cows". It still produces equestrian articles, but the universe (in the language of Hermès) contains another 15 metiers that create, in addition to the sublime male clothing, porcelain, watches, perfumes and textiles of Nichanian, to name but a few. There is also Hermès Horizons (also known as Sur-Mesure), which tends to the whims of custom-made customers, such as private aircraft interiors and a one-apple lambskin case.

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