Hermès and the Legacy of Craftsmanship
Earlier this year, Hermès announced its plans to join the 2026 or 2027 lineup of Haute Couture Week in Paris. Couture is all about craftsmanship, already a key tenet of the brand. The French label has built an identity around its 16 métiers—specialized fields of craftsmanship that have defined the house over its nearly 200-year history.
The 16 métiers include leather goods and equestrian, watchmaking, beauty, furniture and art de vivre, shoes, tableware, both men’s and women’s silk, both men’s and women’s ready-to-wear, belts, hats, gloves, perfumes, and petit h. Hermès is betting that these established synergies and how they can be applied to haute couture will further increase sales across the company.
“What interests us in haute couture is the know-how,” CEO Axel Dumas said during the presentation of the brand’s annual results in January 2025. “We already have a very, very high level, incredible quality of leather, and we said to ourselves: Why not?”
Hermès has always leaned into its reputation for artisanal craftsmanship.
That is why there is a yearslong waitlist for the Birkin bag and its scarves are seen as collector’s items. Most importantly, the atelier walks the talk with exceptional quality, thanks in part to Hermès’ investment in its artisans. Many of the brand’s master craftspeople have honed their skills for decades. By capitalizing on its attention to detail and passion for craft, Hermès drives competitive luxury pricing by elevating products to the level of timeless luxury.
It’s this reputation that contributes to the brand’s foray into couture, which is a strategic opportunity to diversify its product offerings while also attracting an ultra-privileged clientele. Such a move further strengthens the brand’s status as a luxury icon.
Aligning with the brand’s couture strategy are plans for a new store in the 11th arrondissement in Paris. This future expansion plays a role in highlighting the brand’s philosophy—transporting customers into their sybaritic world. In 2021, in keeping with its indulgent nature, Hermès renovated its store on 17 Rue de Sèvres. The Art Deco building once housed the pool for one of the city’s oldest swimming clubs. Now, the towering ceilings and airy corridors of the sleek gray-and-white boutique feature spaces dedicated to the 16 métiers.
Hermès wants guests to revel in the in-store experience—running fingers over buttery leather and donning sumptuous fabrics. Their opulent stores reinforce the idea that luxury is not about a quick purchase; it is about lingering to experience a brand’s entire story.
The legendary house reminds us that true luxury is about preserving the art of craftsmanship, and its turn to couture is yet another way it will continue to champion artisanal creations over ephemeral trends.
