The world-view of French luxury fashion brands: The case of Hermès

Important cultural indicators of luxury objects and experiences in the developed countries today, French luxury fashion brands are never without interest. But how do people understand these brands’ statements about the world of luxury? How do people situate their own luxury bags, leather goods, jewellery and shoes? This article considers the nature and development of French luxury fashion brands, from haute couture to corporate advertising. Significantly, the article offers an original contribution to key philosophical aspects of these brands by adopting and adapting the philosophical writings of the phenomenologist Martin Heidegger. Indeed, an innovative concept of ‘the world-view of French luxury fashion brands’ is introduced accompanied by an idea of ‘being luxurious’ in the world. Additionally, the article presents a case study of Hermès, the well-known French luxury fashion brand, which is considered regarding the design and manufacturing contexts wherein Hermès functions, and special attention is paid to the companies’ continuing narratives of everything from luxury watches to perfumes. Tracing a phenomenological path through Hermès’s complex lifestyle accessories, the article also accentuates the brand’s logo as an exceptionally powerful sign of the cultural phenomena that is French luxury fashion brands.