Hermès sets sights on haute couture debut by 2026-2027

In February 2025, Hermès International, the renowned French luxury brand, announced its ambition to enter the haute couture market by the year 2026-2027. This plan comes after CEO Axel Dumas expressed the company's interest in diversifying its offerings beyond the ready-to-wear segment. Hermès intends to participate in the prestigious Haute Couture Week event that is held twice annually in Paris, a significant move that places the brand in direct competition with established names like Chanel and Dior. The development of haute couture collections will be under the creative direction of the current artistic director for women's wear, who has been leading the brand’s women’s clothing since 2014. Currently, Hermès already garners a substantial revenue from its apparel lines, generating 35% of its total sales from ready-to-wear clothing, ties, and textiles. In 2024, these segments brought in sales of 5.3 billion euros. The decision to enter the haute couture arena marks a strategic shift for the company, aiming to solidify its position within the high fashion landscape. Dumas noted that the idea emerged after a discussion on the company’s diversification strategy, indicating a growing interest within the brand's management to explore new creative avenues. As a guest brand during its initial foray into haute couture, Hermès will first take part in the Haute Couture weeks before formally joining the official calendar of recognized fashion houses under the Chambre syndicale de haute couture. This significant step is likely to enhance Hermès’s visibility in the fashion industry and attract a media spotlight that can translate into substantial advertising value. Pascal Morand, the executive president of the Fédération de la haute couture et de la mode, emphasized the importance of Hermès's participation in the haute couture week, noting the considerable media coverage and financial impact it generates within the French economy. The upcoming participation highlights not only Hermès's ambition but also the evolving landscape of the luxury fashion market, where established brands seek to innovate and expand their market share. As the brand prepares to navigate this new arena, industry observers are keenly watching how Hermès will integrate its rich heritage and craftsmanship into haute couture, competing with iconic brands in a sector that continues to thrive in prominence.