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Jul 2024
Berlin

Hermès

Event Branding

Hermès hosted the Men’s Spring 2024 runway show in Shanghai, themed Through The Lines. Held at the West Bund Art Center, the show featured local talents alongside professional models, presenting a sporty collection designed by Véronique Nichanian. In collaboration with Hermès, the project included creating a flipbook animation for invitations, as well as animations for the event and after-party, exploring the concept of stepping into the grid.

Custom typography was designed for the house front and backdrop of the shoot. Risoprinted videos featuring models were displayed on large screens as part of the pre-event advertising in Shanghai. For the main stage, animations were used on the screens, which rose once the band began performing, adding dynamic visual layers to the experience.

The event featured a diverse cast of participants, including film director Guo Fan, actors Wang Yang and Liu Jia, and reality star Wang Yuheng, reflecting the Hermès community’s range of personal styles. After the runway show, an after-party followed, with cuisine from chef Paul Pairet and music from DJ Harvey and Finnish band Jaakko Eino Kalevi. The event offered a space for local creatives to connect, while guests expressed their admiration for the craftsmanship behind Hermès menswear, focusing on the clothing rather than the iconic bags the brand is known for.