SINGAPORE - Luxury French fashion house Hermes unveiled its latest men's collection in Singapore on Tuesday, April 29, but on a very different sort of runway.
The Men On The Move event, which was held at the former Kallang Airport, saw over 1,000 guests exploring the brand's clothes, shoes and accessories through installations and performances created by Argentinian artist Leandro Erlich and French digital artist Miguel Chevalier. This year's theme of movement is a nod to the brand's roots in saddle-making and its spirit of travel.
It was as much a full-scale art show as it was a fashion event. The 12 installations, performances and displays revolved around the notion of travel.
As guests mingled in one room, an airport conveyer belt with bags and shoes started moving - a male model sitting in a crate was even thrown in for good fun. In another room, clothes and airplane propellers were suspended from the ceiling. Instead of being made to take off their accessories at "airport security", guests were asked to put on watches, scarves and hats to have their photos taken.
Other highlights of the three hour event: a maze of interconnected dressing rooms that guests explored by stepping through what looked like mirrors, and a vintage Voisin car on display in the former airport's hangar that had been flown in from France so guests could admire its Hermes leather upholstery.
The by-invite only event was part of the brand's annual Men's Universe Celebrations, which have been held previously in Beijing, Paris and Miami. Ms Veronique Nichanian, artistic director of Hermes' menswear collection, says that an event like this allows the brand to highlight all its offerings.
"They may know our ties and clothes, but they may not know about our shoes. Some may also not know that we make bicycles. It gives customers an opportunity to see everything together," says Ms Nichanian, who has been the artistic director since 2009.
The public can explore a slice of Hermes' men's universe at its Scotts Square boutique, which will be transformed into a men's-only store from May 1 to 11. A wide selection of items showcased at Tuesday night's event, including the Hermes bicycles, will be available for sale.
A Yamaha motorcycle that has been upholstered in Hermes leather will also be on display there.
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