INSIDE HERMÈS RESORT 2025 NYFW EXPERIENCE CASE STUDY BY ANN GIOR
For the first time, Hermès brought its iconic designs to New York City to debut its U.S. fashion show.
In the heart of Manhattan, Hermès showcased the second chapter of their Fall/Winter 2024 collection, blending the equestrian heritage with the edgy vibrancy of New York’s streets.
Partnering with Hermès for this landmark event, I executed makeup looks that seamlessly aligned with Gregoris Pyrpylis' vision as Hermès Beauty's creative director, and leveraged their product line to craft content that enhanced the brand's storytelling.
HERMÈS' BOLD NEW CHAPTER
As Hermès' artistic director since 2014, Nadège Vanhée has revitalized the house’s iconic craftsmanship, infusing it with a fresh, minimalist twist that resonates with today's luxury consumer. Envisioning a bold new chapter for Hermès 2025, Vanhée selects New York City as the ideal stage, reflecting the brand's urban influence and its aim to engage a younger, more dynamic audience.
Gregoris Pyrpylis, Creative Director of Hermès Beauty, is redefining the brand into a holistic experience that empowers individuals to embrace their true selves. By collaborating with Gregorys, the show highlights the intersection of fashion and lifestyle while emphasizing community engagement and sustainability, resonating with a younger audience seeking authentic experiences.
MY ROLE IN CAROLINE POLACHEK’S HERMÈS PERFORMANCE
Known for her captivating and artistic live performances, her creative approach and distinctive musical style resonate perfectly with Hermès’ aesthetic, a brand that values creativity and innovation. My role as a makeup artist during this event enhanced Polachek's captivating stage presence, making the experience memorable and exclusive while attracting more media attention and generating engaging content for social media.
Caroline Polachek’s makeup went viral on TikTok as she performed her hit "So Hot You're Hurting My Feelings," which has accumulated over 116 million streams on Spotify. Acclaimed as the new "Queen of Avant-Pop," her performance at the Hermès show in the Rockabar solidified her status as one of the most influential artists in the contemporary music scene.
M·A·C COSMETICS CONTENT CREATION: LUAR FW23
Make-up: @anngior using @maccosmetics BTS photo: Isidore Montage
DECODING THE FRONT ROW CUSTOMER ID
I delved into M·A·C's essence for Luar FW23, exploring what front-row audiences aspire to. Through in-depth trend analysis, I identified their desire for authentic beauty that resonates with their identities—multipurpose products that empower busy women to redefine beauty on their own terms. The Serumizer’s debut positioned M·A·C as a true game changer.
M·A·C’S ONLYNESS STATEMENT
In creating content for M·A·C’s new product launch, I showcased the essence of their diverse range of innovative travel-sized products, designed for dynamic women on the go seeking multi-faceted skincare solutions without the prep. The Serumizer launch at Luar FW23 set a precedent: beauty can be innovative, bold, and business-savvy all at once.
By Ann Gior Makeup Artist & Brand Consultant
Ann is passionate about the fashion industry and loves to create content, both written and visual. Working with global brands like Hermès, she bridges the gap between artistry and brand storytelling, crafting looks that resonate with contemporary audiences while paying homage to timeless luxury.