Skip to content
subscribe
Account
SEARCH

Categories

LASTEST

Hermès Silk Mix

Hermès Puts a Silk Twist on a Record Store

Last week in New York, Hermès transformed its men’s Madison Avenue store into Silk Mix—a twist on a classic vinyl record store showcasing the silk collections of the fashion house. Silk scarf designs were printed on record sleeves and tie designs covered cassette tapes. Visitors could listen to the records right there—each sleeve corresponding to a song played at that season’s fashion show.

Silk Mix was the culmination of a collaboration between Artistic Director of Hermès Men’s Universe Véronique Nichanian, Creative Director of Men’s Silk Christophe Goineau, and Thierry Planelle, the Artistic Director behind the soundtrack to the Hermès men’s ready-to-wear runway shows.

Hermès Silk Mix

Christophe Goineau
Photo by BFA

To hear more about Silk Mix, which has been open to the public all week, Whitewall met with Goineau.

WHITEWALL: Tell us about the idea to celebrate the silk collection?

Hermès Silk Mix

Hermès Silk Mix
Photo by BFA

CHRISTOPHE GOINEAU: Véronique Nichanian wanted to do something kind of free—a meeting point with our customers for pleasure, listening to music, design, and colors. We aren’t launching anything, we just wanted to show our scarves. I think people know the Hermès women’s scarves very well, but they don’t know the men’s scarves, as well.

WW: How are the women’s and men’s scarves different? Is it material, is it shape?

Hermès Silk Mix

Hermès Silk Mix
Photo by BFA

CG: Maybe 15 years ago, we took designs from the women’s and recolored them. That was nice, but slowly we wanted to find a proper men’s design. We started working with an in-house designer to do a design that women wouldn’t choose.

We went a bit deeper, too, in coloration, material, and shape. We realized men don’t know how to wear scarves. They don’t feel comfortable with it. You have to fold it or do a knot or something like that. So, the first thing we worked on with Véronique was the size. Normally it’s 90cm x 90cm for women. We finally found 1m x 1m to be easier because it’s a bit longer.

Hermès Silk Mix

Hermès Silk Mix
Photo by BFA

Then for material, I was looking for a matte material, nothing too shiny, something easy to wear and more durable.

WW: So, how did you arrive at the idea to transform the boutique into a record store?

Hermès Silk Mix

Jessica Le Bleis
Photo by BFA

CG: Each time we would work on the scarves, with Véronique, we would say that they would make a beautiful cover of a record. One day Veronique was thinking, “Why don’t we make a record shop?” The first time we did it was in Tokyo. It was something so nice that we thought we could go a bit further.

Thierry Planelle has been working with Véronique for many years with music for the shows. We thought it could be interesting to go back maybe 10 years and take the scarves and match the music from the show of that time with the scarves. For example, we’d have a design from 2010 and we’d go back to the music of 2010 and try to find the best music that fits that design.

Hermès Silk Mix

Hermès Silk Mix
Photo by BFA

WW: Have any designs been inspired by directly by music?

CG: Yes and no. I work with music very often, as does Veronique, but I wouldn’t say any were directly connected.

Hermès Silk Mix

Hermès Silk Mix
Photo by BFA

WW: What an interesting way to look back on what you’ve produced over the years and tie it to this moment in time with music.

CG: The first time I saw it all come together I was so impressed. It was a strong emotion because I’ve never had the feeling of seeing all the scarves at once. It’s like when you hear music. Sometimes music reminds you of a time, being with someone, a place. These scarves for me, they remind me of this year or this designer, this coloration or where we were working. It was so much information at once. It was very nice.

Hermès Silk Mix

Hermès Silk Mix
Photo by BFA

SAME AS TODAY

FURTHER READING

The View at The Palm Opens in Dubai with Human-Centric Purpose

Whitewall spoke with John Bricker of Gensler about The View at The Palm in Dubai.

Louis Fratino Finds Power in Images of What We Love

Louis Fratino spoke with Whitewall about keeping the studio a space free from fear of failure.

The BMW Neue Klasse Looks to an All-Electric Future

The BMW Neue Klasse is a statement piece for a new era: design language that references classic BMW for its soon-to-be all-electric lineup.

SUBSCRIBE TO MAGAZINE

Kelly Wearstler

THE WINTER EXPERIENCE ISSUE
2023

Subscribe

SUBSCRIBE TO NEWSLETTER

Go inside the worlds of Art, Fashion, Design and Lifestyle.

READ THIS NEXT

In Miami for Art Week and not sure where to start? Visit some of these best Miami exhibitions at spaces across the city.

SUBSCRIBE TO NEWSLETTER

Go inside the worlds
of Art, Fashion, Design,
and Lifestyle.