the forward men hermes | Hermès

Hermès, a name synonymous with timeless luxury and enduring craftsmanship, has consistently proven its ability to adapt and innovate without sacrificing its core identity. Nowhere is this more evident than in its forward-thinking approach to menswear, particularly exemplified by projects like the "Fast Forward Men" campaign. This article delves into the specifics of the Hermès Spring/Summer 2018 Menswear campaign film, shot in Shanghai and brought to life by the creative vision of Builders Club, a London-based production company. We will explore the broader context of Hermès' "Fast Forward Men" initiative, its exploration of masculinity in the modern age, and how the brand is navigating the ever-evolving digital landscape while maintaining its legacy.

Hermès Fast Forward Men: A Vision of Contemporary Masculinity

The "Fast Forward Men" concept encapsulates Hermès' understanding of the modern man: a figure who is dynamic, adaptable, and embraces both tradition and innovation. It's a vision that moves beyond stereotypical portrayals of masculinity, presenting a multi-faceted individual comfortable in his own skin, exploring new horizons, and engaging with the world around him with curiosity and confidence. This isn’t simply about showcasing clothing; it's about constructing a narrative, a feeling, a sense of belonging to a community of like-minded individuals who appreciate quality, craftsmanship, and a certain *joie de vivre*.

The "Fast Forward Men" isn’t defined by a single profession or lifestyle. He could be an entrepreneur, an artist, a traveler, or simply a man who values experiences and appreciates the finer things in life. What unites him is his progressive outlook, his desire to explore, and his appreciation for the understated elegance that Hermès embodies. The campaign films, in particular, serve as visual manifestos, showcasing this modern man in action, navigating urban landscapes, engaging in creative pursuits, and embodying the spirit of adventure.

Hermès SS18 Menswear – Builders Club: A Shanghai Story

The Hermès Spring/Summer 2018 Menswear campaign, directed by Builders Club, stands out as a particularly compelling example of the "Fast Forward Men" philosophy in action. The decision to shoot in Shanghai was deliberate and strategic. Shanghai, a vibrant metropolis that seamlessly blends Eastern tradition with Western modernity, perfectly mirrors the core values of the "Fast Forward Men" concept. The city's energy, its architectural diversity, and its rapidly evolving cultural landscape provided the ideal backdrop for showcasing the collection's dynamism and adaptability.

Builders Club, the London-based creative production company behind the film, is known for its expertise in creating immersive experiences and captivating moving images for the digital age. Their approach is characterized by a meticulous attention to detail, a keen understanding of visual storytelling, and a willingness to experiment with innovative techniques. This made them the perfect partner for Hermès in bringing the "Fast Forward Men" vision to life.

The film itself is a visual feast, capturing the essence of Shanghai's urban landscape while showcasing the Hermès SS18 collection in a dynamic and engaging way. Models are seen navigating bustling streets, exploring hidden alleyways, and interacting with the city's vibrant culture. The clothing is presented as both stylish and functional, perfectly suited for the modern man's active lifestyle.

The use of color, lighting, and sound further enhances the film's immersive quality. The vibrant hues of the city are juxtaposed with the sophisticated color palette of the Hermès collection, creating a visually stunning contrast. The soundtrack is equally compelling, blending traditional Chinese instruments with contemporary electronic music, reflecting the fusion of tradition and modernity that defines both Shanghai and the "Fast Forward Men" concept.

The film cleverly avoids being a mere product showcase. Instead, it focuses on creating a mood, an atmosphere, and a sense of place. It invites viewers to step into the world of the "Fast Forward Men" and experience the energy and excitement of Shanghai through their eyes. This approach is far more effective in engaging the audience and creating a lasting impression than simply presenting a series of static images.

Builders Club: Shaping the Digital Landscape for Luxury Brands

Builders Club's involvement in the Hermès SS18 Menswear campaign underscores the growing importance of creative production companies in shaping the digital presence of luxury brands. In today's increasingly digital world, brands need to find innovative ways to connect with their audience and create engaging content that resonates with their values and aspirations.

Builders Club's expertise lies in their ability to create immersive experiences that transcend traditional advertising. They understand the power of visual storytelling and use their technical skills to craft compelling narratives that capture the essence of a brand's identity. Their work for Hermès is a testament to their ability to translate the brand's timeless elegance into a dynamic and engaging digital experience.

The company's focus on creating "experiences and moving images for our evolving digital reality" is particularly relevant in the context of the "Fast Forward Men" campaign. The campaign is not just about showcasing clothing; it's about creating a lifestyle, a community, and a sense of belonging. Builders Club's ability to create immersive digital experiences helps to foster this sense of connection and engagement.

Hermès: Pushing Boundaries While Honoring Tradition