Showing the backstage madness.
Opening the virtual Menswear and couture season, Hermès decided that since it can not produce a physical menswear runway show, it will present its latest collection through a behind-the-scenes video depicting the moments before a fashion show.
Created with filmmaker Cyril Teste, the one-take video glides through scenes of organised chaos as models shoot lookbook images and are prepped to go on the runway. Of course, in this case, there is no runway and the simulated preparation for a fashion show becomes the presentation itself.
An inventive way to create suspense and emotion via the online medium, watch the video below.