HERMÈS' DEBUT IN NYC: CAROLINE POLACHEK’S MAKEUP GOES VIRAL
CASE STUDY BY ANN GIOR
With nearly 200 years of legacy, Hermès continues to lead the global luxury market, attracting high-net-worth individuals, fashion enthusiasts, and collectors. The Resort 2025 debut in New York aimed to increase brand awareness and captivate a younger, trend-setting crowd, tapping into the energy and dynamism that the city is famous for. The event was a celebration of music, culture, and fashion, with avant-pop Queen Caroline Polachek setting the tone for the brand’s new era.
Make-up: Ann Gior Photo: Nail Rasmus
01 OVERVIEW
As the luxury market evolves, Hermès faces the challenge of preserving its legacy while embracing new market dynamics. Diversifying beyond its iconic Kelly and Birkin bags, along with the growth of Hermès Beauty, is key to engaging a younger, culturally aware audience emerging as the new patrons of luxury. Caroline Polachek’s immersive performance at the Resort 2025 after-party embodied this shift, showcasing Hermès’ dedication to art-driven, human-centered experiences that resonate with today’s tastemakers.
02 CHALLENGE
Courtesy of Hermès
I collaborated closely with Hermès' Director of Beauty, Gregoris Pyrpylis, to showcase Hermès Beauty within the Resort 2025 collection. Known for his visionary approach to luxury aesthetics, Gregoris entrusted me with creating a signature look for Caroline Polachek. The challenge was to craft a bold look that complemented her on-stage presence while spotlighting Hermès' new Le Regard collection launching this fall. This meant not just designing a look but curating a whole experience around it.
03 STRATEGY
I was brought on board to execute makeup looks for Caroline Polachek’s performance and the runway look for model Ugbad Abdi for the Hermès Resort 2025 show, under the direction of industry leaders Gregoris Pyrpylis and Nadège Vanhée. Their vision required makeup that enhanced their luxurious yet contemporary pieces while reflecting the collection’s blend of classic Hermès sophistication and New York's fast-paced, urban vibe.
04 SERVICES
To achieve this, I crafted a look for Caroline that was both edgy and elegant, featuring her now-viral double black eyeliner. Drawing from Hermès Beauty’s Le Regard collection, I incorporated earthy tones and dynamic textures that echoed the collection’s palette, blending Hermès’ signature hues to visually connect her look with the brand and strategically spotlight their new products launching this fall.
05 SERVICES
A focal point of this collection was the Rocabar theme, inspired by Hermès' iconic 19th-century striped horse rug and rich equestrian heritage. This motif guided our makeup approach, blending tradition with modernity. Gregoris Pyrpylis envisioned a look that captured “the girl who did her makeup in the morning, so by evening it’s a bit hazy, a bit misty,” embracing beauty in imperfection and the lived-in elegance of the city.
06 SERVICES
After the runway show, my team and I took the creative narrative further with a studio shoot for social media content. We brainstormed a fresh idea that showcased the beauty products in an inviting breakfast scene inspired by Breakfast at Tiffany’s. This concept blended luxury, lifestyle, and beauty, presenting the products as must-haves for an elegant morning routine, arranged in a luxurious breakfast tableau.
07 SERVICES
The Hermès Resort 2025 attracted an A-list front row featuring stars like Usher, Nicky Hilton Rothschild, Jenny Slate, Tierra Whack, and Lily Allen. Their presence not only amplified the event's visibility and prestige but also significantly boosted its global Media Influence Value (MIV). Caroline Polachek’s unforgettable performance at the after-party further solidified the brand's leadership in high-profile events and celebrity culture.
07 RESULTS
Caroline's striking heavy-duty eyeliner and moto-inspired look were celebrated across multiple platforms, earning her a feature in Nylon magazine’s “Best Celeb Beauty Looks of the Week.” This collaboration solidified Hermès’ relevance in today’s fashion and music scene, boosting their digital presence with coverage from over 50 top publications—including Vogue, Harper's Bazaar, and WWD—resulting in 200+ articles worldwide. This show helped to amplify the brand’s appeal to a younger, trendier audience, ensuring that their beauty products are timeless and forward-thinking. Hermès is now projected to hit record revenues, with reports showing a 21% growth year-over-year.
