Hermes

Apr 2026

For the Watches and Wonders Geneva 2026 campaign, Hermès distills the essence of time into a series of frames that feel both expansive and intensely personal. Captured by photographer Vincent van de Wijngaard, the imagery moves away from traditional product-focused advertising, instead choosing to anchor the brand within a profound, atmospheric narrative. Fashion director Imruh Asha curates a look that emphasizes quiet luxury, perfectly embodied by model Daniel Pelofe as he navigates a series of contemplative, interior-to-exterior landscapes. These visuals lean into a cinematic aesthetic that prioritizes mood over explicit detail. Through a masterful application of high-key lighting and natural light, the campaign transforms the act of wearing a timepiece into a moment of human reflection. One particularly striking shot features Pelofe silhouetted against a golden, mountainous horizon, where the flare of the setting sun creates a powerful, high-contrast composition that centers on the relationship between the wearer and his environment. By utilizing low-key techniques and minimalist interior settings, the project successfully bridges the gap between the precision of horology and the raw, unhurried pace of the natural world. This lifestyle-driven approach positions the collection not merely as jewelry, but as an integral element of a thoughtful, well-lived life, inviting the viewer to slow down and appreciate the intersection of form, light, and duration.

Portrait, Cinematic, Cinematic

Natural light

Jewellery, Fashion