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Tracking the Evolution of Hermès

Hermès’ timeless positioning has helped sales bounce back ‘as if the pandemic never happened.’ That doesn’t mean change isn’t afoot at the iconic French luxury house.
Guest arrives at Hermès' Paris Fashion Week show carrying an exotic leather handbag. The brand is working to adopt more more sustainable alternatives for the popular style.
Guest arrives at Hermès' Paris Fashion Week show carrying an exotic leather handbag. The brand said it wants to better control sourcing for the popular style. (Getty Images)

Each year, Hermès sets a creative theme for its design studios, with the aim of sparking conversation and providing some unified direction among its myriad propositions, ranging from entry-level scarves to high-end handbags and custom yacht upholstery for the happy few. This year’s theme, the Odyssey, is about “confronting the world’s uncertainties without losing our identity,” chief executive Axel Dumas said in a July presentation.

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