Hermes New Creative Director Strives To Make The Brand Relevant Again.
In France, we get acquainted with Hermes at a very early age. Hermes new brand creative director, Cybulski says her plan is to dust off a bit of the vintage nostalgia. Displaying a Hermes appropriate reverence for pedigree and discreet charm, she says that her greatest mission is to push the borders of the twenty-first century and bring the brand to a place where it’s relevant to wear now.
As the designer see it border pushing is as innate to Hermes DNA as its more oft touted history as a nineteenth century harness maker. As Cybulski says, what is visionary about the Hermes family is that when they started to advocate for jewelry and clothes alongside the bags, they asked women to design. She continues to say In the 20s there was Lola Prusac, who had a bond with Mondrian. There was already a modernism alongside the poesy of what is done by hand.
Cybulski’s first runway show which was held at the riding school of Paris republican guard in march had both modernism and poesie. The designer says she likes to make a map: what kind of women would wear Hermes, how they live. She views these women as strong mined who know what they like. She says she is trying to service the modern life of today, long hours at work, big trips,and to be sensitive to the differences of living in Hong Kong versus London or new yolk. Hermes aims to stay perched at the elite and the luxury market while keeping up to speed with the brands one million instagram followers.
Cybulski grew up in northern France but spent considerable time in Algeria, her mother’s homeland. She also made frequent trips to Belgium to see art exhibits and concerts. Cycled through both goth and punk phases, loved Morrissey and Massive Attack, and relished Godard films starring Anna Karina. She earned her degree in fashion design from the esteemed Royal Academy of Fine Arts Antwerp, from which she graduated in 2003. She lives in Paris where she’s set up residence with her art-world husband and a pair of Jack Russell terriers
The company’s atelier in suburban Pantin, in which leather artisans work their magic, is where Cybulski’s designs take form—she sits with patternmakers and plays with volume, or with the woman who polishes the edges of calfskin jackets. When asked how her previous roles at three of the fashion world’s most coveted labels for the thinking woman have influenced her, she says it’s mostly about being a designer abroad. She says it’s by observing where her awareness of a woman and not the woman came from.