Hermès, Fast Forward Men —
Directed by Builders Club

As read on itsnicethat.com by Laura Isabella

London-based creative studio, Builders Club, has worked with Hermès for their Spring/Summer 2018 menswear collection’s moving visuals. Using live action and 3D motion, the studio conceptualised a fashion film which shimmers with metallics, glows like neon and plays with the concept of gravity. Exploring ideas such as time, travel and space, it follows the Hermès man in an endless floating landscape of stretched-fabric metallic shapes, neon saber-like strip lights, and a galaxy of twinkling stars.

Using a high-speed camera to capture the male model as he ‘floats’ in the zero gravity, futuristic-feeling cubic space, Builders Club aims to showcase the modernity of this SS18 collection and to define the Hermès man who would wear it.

“Our metaphysical animations reflected details of the clothes’ design and vivid hues, acting as abstract metaphors for the live action component. What came out of this was an celestial, high-tech visual immersion that encapsulated the sophisticated “Fast Forward Men” experience,” Builders Club said.

In line with Builders Club – made up of film director Jonas Hegi and Julien Simshauser – conceptual aesthetic of unifying real and artificial elements in their work, their latest project with Hermès utilises cutting edge technology to convey a concept grown out of the thread that runs through the French fashion house’s SS18 menswear collection.