Staying true to one’s roots is a challenging task, especially in a world filled with pretensions. Hermès, the iconic French luxury design house established in 1837, manages this brilliantly. Their authenticity and individuality have positioned the brand as one of the most successful luxury labels, rivaling giants like LVMH Moët Hennessy Louis Vuitton. Notably, the maker of the iconic Kelly and Birkin bags doesn’t shy away from showcasing horse dung in the main window display of its flagship store on Paris’ fashionable rue du Faubourg Saint-Honoré.
To maintain the authenticity of the charming horse barn-themed windows at Hermès on Saint-Honoré, they included a substantial pile of horse manure – and it was real. Sourced from horses in la Garde Républicaine, an elite unit of mounted police officers who often protect dignitaries at official ceremonies, this detail mirrors the authenticity of their top leather bags, which range in price from about $8,000 to tens of thousands of dollars.
This unusual choice was highlighted at the French house’s annual jumping competition, Saut Hermès, one of the most anticipated equestrian events, held at the Grand Palais Éphémère on the Champ-de-Mars. The Hermès flagship store, designed by the Parisian architecture agency RDAI, draws inspiration from natural elements like water and light. The inclusion of horse dung, another natural element, in one of the world’s most prestigious stores encapsulates Hermès’ unapologetic approach.
As David Dubois, an associate professor of marketing at INSEAD, observed, per Bloomberg, “The family is one of the secrets and principal assets of the brand’s success. They are the keepers of its heritage and know how to evolve it without revolutionizing it.”
Horses of la Garde Républicaine:
The “Garde Républicaine” or Republican Guard is responsible for providing security and ceremonial duties in France. They play a ceremonial role during state visits, national celebrations, and other significant events. Known for their distinctive uniforms and horseback performances, their impressive equestrian displays, alongside a band and orchestra, become the highlight of official events. The cavalry regiment, with approximately 550 horses, is the last mounted regiment in the French armed forces.
What is Saut Hermès?
The renowned French luxury goods company’s association with horses extends beyond creative displays with horse manure. They sponsor Saut Hermès, an annual international show-jumping competition attracting some of the world’s top show jumpers and their horses. This event is not just a display of high-level competition but also a celebration of the luxury and heritage associated with the Hermès brand. It harks back to the 19th century when Hermès was primarily a saddle and harness maker. Saut Hermès pays homage to the brand’s heritage and its ongoing commitment to equestrian sports, held at the historic Grand Palais in Paris.
