SEOUL — As the golden sun dipped below the horizon last Thursday, colorful silk scarves flapped in the riverside breeze with the arrival of Hermès’ guests at Seoul‘s Jamsil Han River Park.
The slate-gray building constructed for the evening featured a wooden zigzag runway sloped like a beachside boardwalk, appropriate for the show theme “Hermès Boardwalk.” Cerulean blue waves filled LED screens, which were juxtaposed with the views of the river outside the building’s windows.
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The globetrotting men’s spring 2025 collection designed by Véronique Nichanian was initially revealed in Paris last June, but nine new looks were added in Seoul. Color-blocked shirts, powdery lilac jackets, floral motif denim bombers and shiny silver windbreakers stood out.
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“I put some new patterns and coloration to diversify the collection and to make it work with the boardwalk. It makes for a different show. It’s about the sea and the show tonight was right by the water so it was very fitting,” Nichanian told WWD.
Yeesookyung, the South Korean artist known for turning ceramic shards into sculptural wonders that are currently on exhibition at New York’s Metropolitan Museum of Art, was among the guests. She was especially impressed by the collection’s color palette.
“As an artist I naturally noticed the colors, which ranged from shades of pink to brown that I have never seen before. They seemed inspired by nature, from the earth to the sea. Watching the show felt like exploring new ingredients,” Yeesookyung said.
Axel Dumas, executive chairman of the French luxury house, flew in for the occasion.
“I’m always happy to be in Korea. As a sixth-generation [member of the] Hermès family, there is one thing I want to praise in these turbulent times: It’s loyalty. I think it’s wonderful to be here with Véronique, who is always amazing us with her collection year after year. And loyalty to [South Korea]. I’m proud and happy to have all these Korean friends who are ready to come here in this structure that is going to be destroyed tomorrow,” Dumas said.
Alex Han, managing director of Hermès Korea, said he was pleased to host Hermès’ third show in Korea and to have some of the country’s best talent be a part of it. Previous presentations were held in 2015 at Korea University’s Hwajung Fitness Center for womenswear and in 2019 at the Seoul Museum of Art for menswear.
Special guest models for the evening included veteran model-actor Cha Seungwon; “Squid Games” star Wi Hajun; “Pachinko” actor Sanghyun Steve Noh; singer Park Hyoshin; rapper Beenzino; director Shin Wooseok, and singer-actors Jung Yonghwa and Moon Sangmin. Fencer Oh Sanguk and high jumper Woo Sanghyeok, who both competed in the Paris Summer Olympic Games last year, also appeared on the runway.
“I got to grace the finale but I can’t recall anything because I was so nervous. But I had a great time and it was a big honor,” Wi said.
“I must say that fencing is the easiest for me. Kudos to models who do this all the time. I think I’d better stick to my main job,” said Oh, the three-time world champion who won his first Olympic gold in Paris.
“I’m a director so I felt out of place onstage. I just hope I didn’t stick out like a sore thumb,” said Shin, who is known for helming trendy commercials and experimental K-pop music videos, such as NewJeans’ “Cool With You,” which featured a cameo by Hong Kong movie icon Tony Leung.
“I don’t usually wear clothes like this but I found them to be very beautiful once I actually tried them. Many of the other models were saying the same thing,” said the director, who is often seen in streetwear. “Korean entertainment and music have been receiving international recognition, and it seems that the local fashion scene is also beginning to do so as well, as demonstrated by events like this,” he added.
“The evening was a beautiful encapsulation of Hermès savoir-faire in Seoul,” said Victor Glemaud, the Haitian American designer who is loved for his bold, colorful knitwear. The designer has recently made Seoul his home, since his husband Jacques Flies, also in attendance, was named ambassador of Luxembourg to South Korea last year.
The evening continued with a boat-themed after party attached to the venue, featuring sea-inspired cocktails, various carnival games, and a performance by local indie rock band Hyukoh & Sunset Rollercoaster featuring Yaeji. Guests lingered longer than usual compared to fashion brand after-parties.
Turning heads among the crowd were Joseph Lee, the Emmy-nominated American actor and painter; Korean actors Ahn Hyo-seop, Lee Je-hoon, Park Hyungshik, and Yim Si-wan; figure skater Cha JunHwan; Canadian chef Antoni Porowski, and social media star Pierce Abernathy, among others.