Still from the film
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The Girl With The Black Bag, the Simone bag campaign film

Hermès have unveiled its campaign film ’The Girl With The Black Bag’ starring the Simone Hermes bag, firstly seen on the runway in the Fall–Winter 19 show in Paris

The creativity that the Parisian luxury house Hermès infuses into its digital campaigns does not only attribute to the exclusiveness of its key–handbags or accessories pieces. The campaign films create desire fused with mystique, maintaining for the last decades.

In April 2020, Hermès unveiled the film ‘When Kelly Came To Town.’ The campaign featured one of the House’s bag icons, the Kelly bag – the name originates from the love affair with superstar Grace Kelly in 1956 – in a Toile de Camp Déchaînée version. Set in the Wild West, the plot centered around a young woman hoping for a reward for the Kelly bag’s return and some enemies.

Last week, Hermès published the campaign «Thriller and film noir», ‘The Girl With The Black Bag,’ staging a more recent bag design – The Simone bag. The bag, introduced to the public in its Hermès Fall–Winter 19 show in Paris, is inspired by children’s schoolbooks, tied together with a belt. With three compartments, a rounded silhouette, and its adjustable leather shoulder strap, the bag unites a multitude of characters – casualty meets avant–garde. The Simone Hermès’s can be worn on the shoulder, in the crook of the arm or wrist – the transformability owing to the adjustable shoulder strap.

«Refusing to confine itself to a character, never as you expect it to be, it passes all castings. Though comfortable in every style, it never loses its mystery», Hermes states.In the film, the French actress Christa Theret plays a woman, owning a Simone Hermès bag. She collides with a stranger who swaps the two Simone Hermès bags. From there on, the protagonist is caught in a spiral, hunted by a man, willing to do anything to get his property –the Simon Hermes– back. According to Forbes,

«Hermès stands out thanks to its videos and pop–up e–stores that tick every box associated with the brand craftsmanship it is engaged in. [The House] should be regarded for the creative content it is pushing out across channels». The 183–years old French Heritage House, renowned for its craftsmanship, luxury, and elegance, flows with the time and makes use of the digital age. «A beautiful sense of humor anchors it, all the while an air of aspiration is maintained, resulting in content that is some of the best we see from a luxury house at present».

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