×
83 968
Fashion Jobs
OLD NAVY
Assistant General Manager - North Centre ii
Permanent · Missoula
OLD NAVY
Assistant General Manager - Shops @ Shadow Lakes
Permanent · Papillion
OLD NAVY
Asset Protection Lead - Erskine Village
Permanent · South Bend
OLD NAVY
Unassigned Assistant General Manager - Columbus Tanger
Permanent · Sunbury
CONVERSE
Global Partner Markets Brand Merchandise Manager
Permanent · Boston
NIKE
North America Brand Manager, Women’s Running
Permanent · Beaverton
NIKE
Product Manager, Inventory Management
Permanent · Beaverton
NIKE
North America Merchandise Manager- Nike Direct Digital Commerce-Accessories And Equipment
Permanent · Beaverton
NIKE
Senior North America Merchandise Manager- Nike Direct Digital Commerce-Kids Apparel
Permanent · Beaverton
NIKE
North America Merchandise Manager- Nike Direct Digital Commerce-Women’s Performance Apparel
Permanent · Beaverton
CONVERSE
North America Account Marketing Manager, Skate
Permanent · Los Angeles
NIKE
Distribution Center Area Manager (Apparel Project - d1 Shift)
Permanent · Memphis
NORDSTROM
Asset Protection - Security Ambassador - Topanga
Permanent · Los Angeles
NORDSTROM
Asset Protection - Security Ambassador - Metro Pointe at South Coast Rack
Permanent · Costa Mesa
NORDSTROM
Asset Protection - Security Ambassador - nj Rockaway Commons rk
Permanent · Rockaway
NORDSTROM
Asset Protection - Security Ambassador - Southpark
Permanent · Charlotte
CENTRIC BRANDS
Account Executive - Accessories
Permanent · New York
CENTRIC BRANDS
Production Manager
Permanent · Los Angeles
ATHLETA
General Manager -Woodbury Lakes
Permanent · Woodbury
MICHAEL KORS RETAIL INC
ft Sales Supervisor, Houston Galleria
Permanent · Houston
NEW BALANCE
sr. Manager, Value Chain Business Operations
Permanent · Lawrence
L'OREAL GROUP
Packaging Operator ii
Permanent · North Little Rock
Published
Oct 28, 2021
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

HermèsFit event to kick off international marketing push for accessories

Published
Oct 28, 2021

Luxury brand Hermès will be kicking off a series of immersive events in December that tap into consumers’ interest in fitness while also promoting its accessories offer.

Hermès


As a start, it’s inviting the public to the École des Beaux-Arts in Paris for an “active experience that is all about accessories”. In a gym “with an unusual style, the interactive and playful world of HermèsFit introduces visitors to the house’s accessories, while allowing them to try a variety of activities including Carré Yoga, Stretch’Ceinture, Haltéro’Chaussure and Chapeau Balance”, it said. 

Alongside studios dedicated to classes, the venue offers a haltérofolie weights rack with barbells and kettlebells, a callisthenics space, a boxing ring, a climbing wall in vibrant colours, and “a myriad of other surprises”. 

Visitors will be “welcomed by a team of sport coaches into a bright orange interior” and will choose an accessory (such as silk scarves, shoes, bracelets, belts and more) and join an activity of their choice. 

The concept will also roll out to other cities, including Chengdu, Tokyo, New York, Taiwan, Shanghai and more.


Hermès



The company explained the interaction of the brand’s accessories with the activities saying: “While equipped with a silk scarf, they will find serenity through the poses adopted in a Carré Yoga session. Hermès shoes replace traditional weights and dumbbells for Haltéro’Chaussure, the ideal exercise for building participants’ muscles while keeping their feet on the ground. 

“The Box’n Bracelet class tones their arms as they jangle their fashion jewellery, while the Stretch’Ceinture encourages them to give it their all while stretching with a belt. Chapeau Balance offers guests a fun opportunity to work on their balance without losing their head! Finally, Athlé’Cuir exercises help to increase strength and flexibility by using objects from small leather goods.”

It’s certainly an interesting concept that aims to make the most of the fitness obsession of many consumers without actually going down the athleisure route.

There’s an entertainment element too and the must-have social media angle. In the centre of the venue, next to the punch bags in silk scarf motifs, the HermèsFit ring is being transformed into a stage for acrobatic performances and live concerts. 

Visitors are “also invited to strike a sporting pose in a photo booth or grab an energising drink at the juice bar”. And the Minutes folles, Combats de pouces and Rollers dancing events “will animate the #HERMESFIT days”, the company said.

HermèsFit is bookable and free of charge and will be open from December 1 to December 5 (bookings begin on November 15).

Copyright © 2022 FashionNetwork.com All rights reserved.