SILK APPEAL: Hermès International is upping the communication game for its signature silk squares, putting the focus on the historic segment, which will celebrate its 80th anniversary next year, in a new video shot by photographer and filmmaker Craig McDean.
Shot in the house’s Lyon workshop, the film depicts a woman cavorting among reels of printed silk, seemingly naked but for swathes of the fabric as she explores the different production stages in whimsical fashion: here lying beneath a silk screen under a sheet of white fabric as the dye is poured on; there running through the factory as a roll of silk unfurls behind her like a regal cape.
The video is one of a series of films the storied firm has made to give the public a closer look at the craftsmanship behind its products. Previous videos have focused on segments such as accessories, watches and jewelry.
In the first six months of 2016, the brand’s silk and textiles division, its third largest, saw sales drop 8.1 percent to 230.3 million euros, or $257 million at average exchange for the period, a decline the company attributed to terror attacks in Europe and slowing sales in Greater China and America. The activity’s revenues grew 8.1 percent and 6.3 percent year-on-year in 2015 and 2014 respectively.