For the first time in its history, Hermès Paris made its resort debut in New York.
The show aimed to elevate brand awareness and engage a younger, trend-driven audience.
The mission: to capture New York’s youthful spirit while honoring Hermès’ two-century legacy.
The event took place at Pier 36, featuring an immersive performance by Caroline Polachek.
She embodied the “Hermès Girl”—a muse of freedom, vibrancy, and individuality.
Ann crafted Caroline Polachek’s viral moto look, featuring double black eyeliner Traitd’Hermès.
The event took place at Pier 36, featuring an immersive performance by Caroline Polachek that celebrated music, culture, and fashion.
She embodied the “Hermès Girl”—a muse of freedom, vibrancy, and individuality.
Ann crafted Caroline Polachek’s viral moto look, featuring double black eyeliner from Trait d’Hermès.
The event took place at Pier 36, featuring an immersive performance by Caroline Polachek that celebrated music, culture, and fashion.
She embodied the “Hermès Girl”—a muse of freedom, vibrancy, and individuality.
Ann crafted Caroline Polachek’s viral moto look, featuring double black eyeliner from Trait d’Hermès.
Working closely with Caroline, fan of rich browns, we determined that the look would feature a mix of 99 Noir Fusain and 87 – Brun Écorce.
This decision involved subtly translating the Trait d'Hermès pencil colors onto a makeup brush, creating a pencil-like effect.
The liner was carefully buffed into the lashes, blending for a soft yet striking contrast that captured both intensity and controlled drama.
The event took place at Pier 36, featuring an immersive performance by Caroline Polachek that celebrated music, culture, and fashion.
She embodied the “Hermès Girl”—a muse of freedom, vibrancy, and individuality.
Ann crafted Caroline Polachek’s viral moto look, featuring double black eyeliner from Trait d’Hermès.
BEHAVIORAL
Micro-interpretations across social platforms
Shift toward playing with the look, the pressure, the stroke
CULTURAL
Expansion of avant-pop beauty as legitimate luxury interface language
Reframing of Hermès beauty as aesthetic code
INDUSTRY
Performance-linked beauty as primary amplification strategy in luxury events
Beauty treated as narrative system (meaning)
AUDIENCE BEHAVIOR REVEALS A SHIFT
People no longer admire beauty as composition
They engage with beauty as trace evidence of human intention
PARTICIPATION / ADOPTION
The work transitioned from look to replicable signal.
Reframing of Hermès beauty as aesthetic code
MEANING SHIFT
Performance-linked beauty as primary amplification strategy in luxury events
Beauty treated as narrative system (meaning)