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BrandHermes
ProjectHermes SOIE 2026 campaign-TIME FOR SILK
Model Xu Meen wearing a light grey outfit and printed silk scarf, holding a stack of hardcover books outside a storefront.

Hermes Hermes SOIE 2026 campaign-TIME FOR SILK 2026

Associated creatives

Misha Taylor
Misha TaylorPhotographer
Anita Szymczak
Anita SzymczakFashion Editor/Stylist
Diego Da Silva
Diego Da SilvaHair Stylist
Mayumi Oda
Mayumi OdaMakeup Artist
Xu Meen
Xu MeenModel

Tags

xu meenhermes silk scarfprinted silk scarfsilk scarfstack of booksholding bookslight grey shirtgrey trousersmonochrome outfit

Description

Model Xu Meen is captured outdoors leaning against a stone building beside a laundromat storefront for the Hermès Time for Silk campaign. He wears a monochromatic light grey long-sleeve shirt and tailored trousers, accessorized with a patterned blue and beige Hermès silk neck scarf and an ear cuff. In one arm, he holds a colorful stack of hardcover books while resting his opposite hand on his hip. Diffused daylight illuminates the street setting, highlighting the fabric drape and print details.

Style

Vertical, Commercial, Clean

Techniques

Natural light

Industries

Luxury Fashion Houses

Color

Off-White (70%)

Background

Retail Storefront

Context

Advertising Campaign