Hermès restaged its Men’s Summer 2025 collection along the Hangang River, weaving together fluid style, Korean artistry and bold imagination for one unforgettable evening. Anindya Devy reports.
As the sun dipped behind Jamsil Hangang Park and Seoul’s skyline became a backlit spectacle, Hermès unveiled its Men’s Summer 2025 collection with “Hermès Boardwalk.” The French house constructed a custom slate-gray building specifically for the occasion, where a sloped wooden runway—resembling a seaside boardwalk—ran alongside LED screens displaying rolling blue waves. Through the windows, the calm river provided a natural counterpoint to the digital seascape inside.
Choosing Seoul’s riverside was both symbolic and strategic. The Hangang River, a vital thread through the city, offered a peaceful backdrop that contrasted with the collection’s modern silhouettes and expressive hues. The boardwalk-style runway evoked leisurely summer strolls and the rhythmic pulse of water meeting land.
Originally shown in Paris during the annual Men’s Fashion Week last June, the collection was updated with nine new looks created especially for Seoul. Véronique Nichanian, Artistic Director of the Hermès Men’s universe, once again captured the essence of effortless elegance—crafting a wardrobe made for movement, lightness and contemporary freedom.
For the Seoul showing, Nichanian introduced exclusive new pieces: color-blocked shirts, powder-lilac jackets, floral denim bombers and metallic windbreakers. Inspired by the sea, the collection flowed in oceanic shades—turquoise, deep navy, mist, matcha and the unexpected pop of lychee. These tones brought a touch of coastal aesthetics to city dressing, blending crisp serenity with quiet energy.
Lightweight fabrics like silk and linen dominated, delivering the fluidity and breathability ideal for summer. Silhouettes were relaxed yet refined, with elongated cuts and soft tailoring. Sheer shirts with scarf collars caught the breeze, while unbuttoned jackets featured rubberized embroidery. A standout lambskin sweatshirt bore an equestrian sketch—a subtle nod to the house’s heritage, reimagined for contemporary styles with minimalist precision. Interlocking chain motifs slipped across silk pieces, hinting at marine imagery like lingering impressions left by jewelry on skin.
Key pieces included unstructured blazers paired with drawstring trousers, oversized shirts with abstract prints and accessories such as leather sandals and woven totes—each underlining a polished, laid-back aesthetic.
Adding a cultural dimension, the models were joined by a lineup of Korean icons, blurring the line between runway show and tribute to local artistry. A major highlight came when ten non-models—renowned figures from Korea’s creative and entertainment scene—walked the runway. Among them were Olympic fencing champion Oh Sang-wook, director Shin Woo-seok, actor and former model Noh Sang-hyun of “Pachinko,” rapper Beenzino, legendary model-turned-actor Cha Seung-won and Wi Ha-jun from “Squid Game.”
To close the show, Axel Dumas, sixth-generation member of the Hermès family, stepped onto the runway. He offered thanks for Korea’s enduring support and emphasized the value of loyalty in the brand’s philosophy. His appearance reaffirmed Hermès’ deep connection to Korea, cultivated over 28 years. The brand’s flagship in Dosan—opened in 2006 and inspired by traditional Hanok architecture—remains a landmark in Seoul’s luxury landscape. It is one of only a few standalone Hermès buildings in the world, joining the ranks of those located in Tokyo, Paris and New York.
The evening continued with an after-party that transported guests into a dreamlike, underwater-inspired space. Inside a deep blue room, a massive sculptural anchor chain hung from the ceiling, while shimmering metallic walls and glowing marine visuals created an immersive environment. White benches and circular tables, scattered like small islands, shaped a surreal setting. On stage, beloved Korean band Hyukoh played alongside Taiwanese indie group Sunset Rollercoaster, before Yaeji closed the night with a floor-shaking, high-energy DJ set.
In a time when trends shift with the tide—and even not following trends has become its own statement—Hermès remains steadfast. Its commitment to quality, craft and timelessness endures. By balancing heritage and innovation, tradition and creativity, Hermès offers something rare: the joy of encountering something wholly new yet instantly familiar.